MAR901 Marketing of Services

Obchodně podnikatelská fakulta v Karviné
zima 2007
Rozsah
2/0/0. 5 kr. Ukončení: zk.
Vyučující
Ing. Marta Wilczková (přednášející)
Garance
prof. Ing. František Němec, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Cíle předmětu
his course is focused primarily on some specifics of CE marketing, presented mostly in form of case studies during the seminars. The main focus will be on marketing of services as the major factor of developing economies, The objective of this course will be to learn the specifics of service marketing and of its use in praxes.
Osnova
  • Structure of the course:
    1. Character and Nature of Services
    2. Marketing concept in service sector. Essentials adjusting of marketing strategy mix and research.
    3. Information systems and marketing research
    4. Strategic marketing planning
    5. Service product
    6. Pricing
    7. Channels of distribution
    8. People and services
    9. Promotion and services
    10. Physical Evidence and Services
    11. Processes

    Topics covered:
    1. Character and Nature of Services
    ? development of service sector, its range,
    ? definitions of service, classification of services
    ? features and characteristics of services and impact on service marketing.
    2. Marketing concept in service sector. Essentials adjusting of marketing strategy mix and research.
    - characterize the use of marketing concept when managing the service
    organizations, explain the differences between marketing of goods and marketing of services
    3. Information systems and marketing research
    - Definition of information system, managing customer information, marketing research and its specifics in service organizations.
    4. Strategic marketing planning
    Process of marketing planning, segmentation, marketing audit, evaluation of SWOT analyses,
    corporate goals and objectives, trend analyses, Selection of relevant method of forecasting,
    selection and development of marketing strategy.
    5. Service product
    Definition of product, core and additional product, tangible and intangible elements of product, functional and technical quality, evaluation of quality (Servqual method), matrix of width and depth of services, life cycle, service product development.
    6. Pricing
    Factors influencing prices of services, intangibility and government interventions. Classification of services for price purposes. Essentials of price strategy, essentials of price strategy, methods of pricing, selection of relevant tactics.
    7. Channels of distribution
    Flexibility of production, flexibility of consumption, location models, Role of intermediaries in service distribution, selection of intermediaries. Essentials management of physical distribution of tangible service components. Effects of technologic revolution on service distribution
    8. People and services
    Three groups of service employees and their role in service provision. Signification of employees for service offers. Flexible firm, key and peripheral components of labor. Management of human resources, concept and goals of internal marketing.
    9. Promotion and services
    Promotional objectives, tools of promotion, differences in promoting services, Guidelines for improving the promotion of services.
    10. Physical Evidence and Services
    Managing the evidence, core and peripheral evidence, design of service development. Influence upon image formation.
    11. Processes
    Importance of processes on service provision, types of processes, avoiding the bottlenecks, invisible line of processes, impact of new technologies.

Literatura
    povinná literatura
  • 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
    doporučená literatura
  • 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
  • PEEL M. Customer Service - How To Achieve Total Customer Satisfaction. London: Kogan Page Limited, 1987. info
Informace učitele
discussion, claswork, final test
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 1990, léto 1991, zima 1991, léto 1992, zima 1992, léto 1993, zima 1993, léto 1994, zima 1994, léto 1995, zima 1995, léto 1996, zima 1996, léto 1997, zima 1997, léto 1998, zima 1998, léto 1999, zima 1999, léto 2000, zima 2000, léto 2001, zima 2001, léto 2002, zima 2002, léto 2003, zima 2003, léto 2004, zima 2004, léto 2005, zima 2005, léto 2006, zima 2006, léto 2007, léto 2008, zima 2008, léto 2009.