OPF:MAR115 Marketing in Central Europe - Course Information
MAR115 Marketing in Central Europe
School of Business Administration in KarvinaSummer 2009
- Extent and Intensity
- 2/0/0. 4 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Kateřina Matušínská, Ph.D. (lecturer)
- Guaranteed by
- prof. Ing. František Němec, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina - Course Enrolment Limitations
- The course is also offered to the students of the fields other than those the course is directly associated with.
- fields of study / plans the course is directly associated with
- Banking (programme OPF, B_HOSPOL)
- Hotel Industry (programme OPF, B6503GAHOT)
- Course objectives (in Czech)
- The course objective is to develop a framework of general marketing and particularly of service marketing. The traditional marketing mix which applies to manufactured goods does not work for services. It defines the service product and assesses the impact service characteristics of service marketing. The course explains the interface between human resource management and marketing, service encounters, managing fluctuation of demand and pricing. Attention is paid to communication of product characteristics to customers. The importance of relationship marketing and information management is also stressed.
- Syllabus (in Czech)
1. Definition of services, their characteristics and clasifiction,
2. Specifics of services marketing
3. Relatinship marketing
4. Market analyses and market research in service sector
5. Service product, its concept and new services development
6. Pricing in service sector, specifics, quality measurement
7. Service distribution
8. Service communication
9. People and services
10. Processes and service provision
11. Physical evidence, localization methods
- Literature
- required literature
- JANEČKOVÁ, L. Service Marketing. Doing Business in Central Europe. Karviná: SU OPF, 2002. info
- PALMER, A. Principles of Services Marketing. McGraw-Hill, Maidenhead, 1998. info
- Kotler, P. Marketing Management: Analysis Planning, Implementation and Control. Prentice-Hall, Englewood Cliffs, 1997. info
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
- Enrolment Statistics (recent)
- Permalink: https://is.slu.cz/course/opf/summer2009/MAR115