PEMBPMAS Marketing of Services

School of Business Administration in Karvina
Summer 2018
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Veronika Kopřivová, Ph.D. (seminar tutor)
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.
Prerequisites
MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAG Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAG Marketing || PEMBKMAR Marketing || PEMBKMKT Marketing || PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT Marketing || PEMPMAR Marketing
Successfull completion of course is conditioned by successfully passing of the basic course 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
Course objectives
To acquaint students with the application of marketing in services. The course includes clarification of the specific services properties definition that are the reason for the extension of the marketing mix in services. It enables to understand the importance and methods of marketing research in services, the creation of a strategic plan and use of the marketing mix elements.
Syllabus
  • 1. Definition of services
    2. Marketing access to services
    3. Strategic marketing planning
    4. Marketing research in services
    5. Product in services
    6. Prices of services
    7. Distribution of services
    8. Marketing Communication of services
    9. People in services
    10. Physical environment
    11. Processes in services
    12. Quality management in services
    13. Specifics of non-profit organisations services
Literature
    required literature
  • VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha: Grada Publishing, 2014. ISBN 978-80-247-5037-8. info
  • HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8. info
  • HECZKOVÁ, M.,. Marketing ve veřejném sektoru. Karviná: SU OPF, 2012. ISBN 978-80-7248-856-8. info
  • VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
  • VAŠTÍKOVÁ, M. Marketing služeb. Distanční studijní opora. Karviná: SU OPF, 2006. ISBN 80-7248-386-2. info
    recommended literature
  • VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
  • LOŠTÁKOVÁ, H. a kol. Diferencované řízení vztahů se zákazníky. Praha: Grada Publishing, 2009. ISBN 978-80-247-3155-1. info
  • SVĚTLÍK, J. Marketingové řízení školy. Praha: Wolters Kluwer, 2009. ISBN 978-80-7357-494-9. info
  • KOTLER, P., V. WONG, J. SAUNDERS a G. ARMSTRONG. Moderní marketing. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2. info
  • MUDIE, P. and A. PIRRIE. Services marketing management. Amsterdam: Elsevier, 2006. ISBN 0-7506-6674-9. info
Teaching methods
Skills demonstration
Seminar classes
Assessment methods
Credit
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
https://elearning.opf.slu.cz/course/view.php?id=767
attendance in seminars 70 %, seminar paper (marketing research related to the companies providing services), presentation, course credit test
ActivityDifficulty [h]
Ostatní studijní zátěž76
Přednáška26
Seminář13
Zápočet30
Summary145
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.
  • Enrolment Statistics (Summer 2018, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2018/PEMBPMAS