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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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1. The concept and importance of the tertiary sector, the importance and development of service marketing, the characteristics of services and their influence on the company's marketing management 2. Methods and techniques of marketing research in services; 3.-5. Strategic planning in services: informational, analytical, strategic, tactical and control phases of the process, situational and portfolio analysis, choice of strategic approach to target markets, importance of missions and partial strategic documents in services; 6. Design thinking and its use in designing services; 7.-8. Specifics of the marketing mix (4P) in services 9.-11. Superstructure elements of the marketing mix of services (people, material environment and processes) and the importance of their management and control in individual areas of services. 12.-13. Application of marketing in various service industries - limits, trends, opportunities.
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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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