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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. Concept and significance of the tertiary sector, significance and development of services marketing, characteristics of services and their impact on a 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 analyses, selection of a strategic approach to target markets, importance of mission statements and partial strategic documents in services. 6. Design thinking and its use in service design. 7.-8. Specifics of the marketing mix (4Ps) in services. 9.-11. Additional elements of the service marketing mix (people, physical environment, and processes) and the importance of their management and control in individual service areas. 12.-13. Application of marketing in various service sectors - limits, trends, opportunities.
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Learning activities and teaching methods
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- Home preparation for classes
- 20 hours per semester
- Participation in classes
- 28 hours per semester
- Term paper
- 22 hours per semester
- Preparation for examination
- 30 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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| identify the differences between the marketing management of services and material products |
| identify the differences between the marketing management of services and material products |
| define the meaning and phases of marketing strategic management in services |
| define the meaning and phases of marketing strategic management in services |
| characterize design thinking and its importance in service management |
| characterize design thinking and its importance in service management |
| characterize the elements of the marketing mix of services |
| characterize the elements of the marketing mix of services |
| clarify the meaning of "superstructure elements" of the marketing mix of services |
| clarify the meaning of "superstructure elements" of the marketing mix of services |
| Skills |
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| apply traditional and modern approaches to creating a marketing strategy for services |
| apply traditional and modern approaches to creating a marketing strategy for services |
| formulate the mission, vision and strategic goals of the services |
| formulate the mission, vision and strategic goals of the services |
| create a marketing plan for services |
| create a marketing plan for services |
| create a communication strategy for services taking into account the characteristics of services |
| create a communication strategy for services taking into account the characteristics of services |
| use the design thinking technique when developing a new service |
| use the design thinking technique when developing a new service |
| 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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Juříková, Martina. Marketing služeb. Zlín: UTB, OA a VOŠE Zlín, 2014. ISBN 978-80-7454-375-3.
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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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VANÍČEK, Jiří. Marketing služeb a cestovního ruchu. Opava, 2013. ISBN 978-80-7248-870-4.
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Vaštíková, M. Marketing služeb: efektivně a moderně. Praha: Grada, 2014. ISBN 978-80-247-5037-8.
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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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