MAR115 Marketing in Central Europe

Obchodně podnikatelská fakulta v Karviné
zima 2008
Rozsah
2/0/0. 4 kr. Ukončení: zk.
Vyučující
Ing. Kateřina Matušínská, Ph.D. (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
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.
Osnova

  • 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
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
Informace učitele
discussion, claswork, final test
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2007, léto 2008, léto 2009.