MARPMASA Marketing of Services

School of Business Administration in Karvina
Summer 2013
Extent and Intensity
2/1/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Jan Urbánek (lecturer)
Ing. Jan Urbánek (seminar tutor)
Guaranteed by
prof. Ing. František Němec, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Prerequisites
The subject takes up the subject Marketing.
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
there are 7 fields of study the course is directly associated with, display
Course objectives
The course introduces students with marketing application in field of services. The course involves a definition of the services and their specific characteristics, which are originate for spread marketing mix of services. It makes possible to understand a meaning and methods of the marketing research in services, the formalization of marketing strategic plan and exploitation of marketing mix particular tools for perfection of process provision of services.
Syllabus
  • 1. What services are
    2. The marketing access to the services
    3. Strategic marketing planning
    4. Marketing research in services
    5. Service product
    6. Pricing
    7. Channels of distribution in services
    8. Communication mix
    9. People in services
    10. Physical evidence
    11. Processes
    12. Quality management in services
    13. Practical experience with new marketing trends in services
Literature
    required literature
  • KOTLER, P., KELLER, K. Marketing Management. Prentice Hall, 2008. ISBN 9780131357976. info
  • JANEČKOVÁ, L. Marketing of Services. SU OPF Karviná, 2003. ISBN 80-7248-189-4. info
  • PALMER, A. Principles of Services Marketing. McGraw-Hill, Maidenhead, 1998. info
    recommended literature
  • SEIDL-HOHENVERLDERN. Mezinárodní právo veřejné. Praha: Codex, 1999. ISBN 80-85963-82-5. info
  • HORNER S., SWARBROOKE J. Marketing Tourism, Hospitality And Leisure In Europe. London: International Thompson Business Press, 1996. info
Teaching methods
Skills demonstration
Seminar classes
Assessment methods
Written exam
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2008, Winter 2009, Summer 2011, Summer 2012, Summer 2014, Summer 2015.
  • Enrolment Statistics (Summer 2013, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2013/MARPMASA