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Lecturer(s)
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Juříková Martina, Ing. Ph.D.
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Course content
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Discussed topics:-Concept and importance of tertiary sector. Importance and development of marketing of services;-Methods and techniques ofmarketing research in services;-Strategic planning in services;-Basic marketing mix;-Upgrade elements of marketing mix of services (people, processes, physical evidence)
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Term paper
- 74 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Explain the principles of the implemented student project |
| Explain the principles of the implemented student project |
| Describe the principles of interdisciplinary team collaboration |
| Describe the principles of interdisciplinary team collaboration |
| List the approaches to reach the target groups of the student project |
| List the approaches to reach the target groups of the student project |
| Define basic project management procedures |
| Define basic project management procedures |
| List the essentials of organizing a cultural event |
| List the essentials of organizing a cultural event |
| Skills |
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| Creation of a creative brief and debrief |
| Creation of a creative brief and debrief |
| organization of a cultural event |
| organization of a cultural event |
| Interdisciplinary team work |
| Interdisciplinary team work |
| Self and team management |
| Self and team management |
| Creation of a cultural event corresponding to the requirements of the selected target group |
| Creation of a cultural event corresponding to the requirements of the selected target group |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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HAKSEVER, Cengiz a Barry RENDER. Service and operations management. 2018. ISBN 9789813209442.
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JAUHARI, Vinnie a DUTTA, Kirti. Services marketing: text and cases. Second edition. New Delhi: Oxford University Press, 2017. ISBN 9780199456161.
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KOTLER, Philip; KARTAJAYA, Hermawan a SETIAWAN, Iwan. Marketing 5.0: technology for humanity. Hoboken: John Wiley, 2021. ISBN 978-1-119-66851-0.
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PENIN, Lara. An Introduction to Service Design: Designing the Invisible. 2018. ISBN 978-1472572585.
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WIRTZ, Jochen a LOVELOCK, Christopher H. Services marketing: people, technology, strategy. Ninth edition. New Jersey: World Scientific, 2022. ISBN 978-1-944659-82-0.
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WIRTZ, Jochen. Winning in service markets: success through people, technology and strategy. Hackensack: World Scientific, 2017. ISBN 978-1-944659-05-9.
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ZEITHAML, Valarie A.; BITNER, Mary Jo a GREMLER, Dwayne D. Services marketing: integrating customer focus across the firm. Seventh edition. New York: McGraw-Hill Education, 2018. ISBN 978-1-260-08352-1.
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