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Lecturer(s)
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Tučková Zuzana, doc. Ing. Ph.D.
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Course content
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-The importance of services in modern society. Definition, characteristics and properties of services. - Characteristic distribution of services and their historical development, classification of services. - Demand for services, forming supply services. - Economics of services and its basic features, globalization of services. - Managing demand and supply. The level of demand, patterns and relationships, capacity management of customers and services. - Prices of services. Pricing decision-making. The role of costs. Market perspectives. - Distribution services. - Specifics of business infrastructure and business services. - Specifics of tourism businesses. - Specifics of business and entrepreneurship in sport. - Specifics of business and entrepreneurship in health care. - Other social services. - Intellectualized services, Knowledge Intensive Services
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Learning activities and teaching methods
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Lecturing, Practice exercises
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| learning outcomes |
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| Knowledge |
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| describe the features of the services |
| describe the features of the services |
| characterize the criteria and methods for evaluating the quality of services |
| characterize the criteria and methods for evaluating the quality of services |
| define marketing strategies in services |
| define marketing strategies in services |
| describe the role of technologies in services |
| describe the role of technologies in services |
| characterize pricing strategies in services |
| characterize pricing strategies in services |
| Skills |
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| apply the consequences of service characteristics to managerial decision-making |
| apply the consequences of service characteristics to managerial decision-making |
| conduct an analysis of service quality using selected methods |
| conduct an analysis of service quality using selected methods |
| design a marketing strategy for a selected service-oriented business |
| design a marketing strategy for a selected service-oriented business |
| apply soft skills in communication with customers |
| apply soft skills in communication with customers |
| apply knowledge about the service system and service environment in selected case studies |
| apply knowledge about the service system and service environment in selected case studies |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Practice exercises |
| Practice exercises |
| assessment methods |
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| Oral examination |
| Written examination |
| Written examination |
| Essay |
| Essay |
| Oral examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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Heskett, James L. Služby - cesta k úspěchu. Praha : Victoria Publishing, 1993. ISBN 8085605368.
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Lowendahl, Bente R. Strategic management of professional service firms. 3rd rev. ed. [Copenhagen] : Copenhagen Business School Press ; Abingdon : Marston Book Services [distributor], 2005. ISBN 87-630-0127-6.
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Škodová-Parmová, Dagmar. Provoz služeb v cestovním ruchu. 1. vyd. České Budějovice : Jihočeská univerzita, Zemědělská fakulta, 2003. ISBN 80-7040-611-9.
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Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. 1. vyd. Praha : Grada, 2008. ISBN 978-80-247-2721-9.
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