PEMBASEM Services Marketing

School of Business Administration in Karvina
Winter 2026
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
Ing. Kateřina Matušínská, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Timetable
Wed 8:05–8:50 A206
  • Timetable of Seminar Groups:
PEMBASEM/01: Wed 8:55–10:30 A206, K. Matušínská
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to introduce the student to the application of marketing practices and approaches in the field of services, which are dynamically developing in every developed economy.
Learning outcomes
Upon completion of the course, the student is able to define basic concepts and characteristics of services and classify services. The student understands the extended services marketing mix (7Ps) and identifies current trends in services, including personalization, digitalization, and sustainability. The student analyzes market segments, applies targeting strategies, and identifies brand positioning. The student applies knowledge of the product mix, service life cycle, and innovation processes, and uses pricing and distribution strategies, including franchising. The student applies offline and online marketing communication tools and designs green marketing communication strategies with regard to sustainability. The student measures service quality using methods such as SERVQUAL, analyzes service processes and the physical environment, and understands the role of the human factor in services, including non-verbal communication. The student applies marketing research methods with an emphasis on mystery shopping, understands relationship marketing, customer loyalty, and customer experience, and identifies trends in consumer behavior and their impact on service offerings.
Syllabus
1. Nature of service and service consumption
The aim is to explore the distinctive features of services such as heterogeneity, intangibility, inseparability and perishability. Recognition of these special characteristics will provide insights for enlightened and innovative management. One reason for the poor quality of service levels across different service industries is that managers often tend to solve service marketing problems with tools and techniques that are essentially meant for tangible products.
2. Marketing mix for services
Marketing mix is the set of important internal elements that make up an organisation’s marketing programme in national and international context. The aim is to explain traditional marketing mix comprising of product, price, place and promotion as applied to service organizations. Furthermore, discuss the extended marketing mix which incorporates traditional marketing mix as well as three more 3 Ps namely people, process and physical evidence.
3. Consumer behaviour and customer interface management
The aim of this topic is to describe how consumers think about services and how they perceive service providers. The core concepts are loyalty, attitude, perception, motivation, lifestyle, personality, usage, promotional responses and benefit perception. Purchase decision will be deconstructed on attitudinal and also unanticipated situational factors level to understand consumer behaviour.
4. Quality management in service
The service quality of a firm is tested at each service encounter. Service quality is the delivery of excellent or superior service relative to customer expectations. It is essential that quality is measured from the customer’s perspective, not from what managers within a company think their customers’ views are. The SERVQUAL model is introduced which uses analysis of 5 gaps in service offering. Market-creating innovation strategies for services are discussed as well.
5. New service design
The aim is to explain how new service can be designed through process with possible critical issues in international context. New service design process is presented consisting of: idea generation, idea screening, concept development, concept testing, business analysis, development, testing and finally commercialization. There are also few critical issues in developing new service: branding, patent, warranty, after-sale service.
Literature
    required literature
  • Kandampully, J., & Solnet, D. J. (2024). Service management and marketing principles: Competing in the service economy. Routledge.
  • KOTLER, P and ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
  • Palmer, A. (2014). Principles of services marketing (7th ed.). McGraw-Hill Education.
    not specified
  • Baines, P., Whitehouse, S., Rosengren, S., & Antonetti, P. (2021). Fundamentals of marketing (2nd ed.). Oxford University Press.
  • Hoffman, K. D., & Bateson, J. E. G. (2017). Services marketing: Concepts, strategies & cases (5th ed.). Cengage Learning.
Teaching methods
lecture, seminar
Assessment methods
Compulsory attendance at seminars 50 %, team (individual)semester project and its defence (40% evaluation), final combined examination (60% evaluation)
Language of instruction
English
The course is also listed under the following terms Accreditation winter, Winter 2021, Winter 2022, Summer 2023, Winter 2023, Winter 2024, Winter 2025.
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