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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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- the concept and importance of the tertiary sector, the importance and development of marketing services, the characteristics of services and their impact on the marketing management of the company; - methods and techniques of marketing research in services; - strategic planning in services: information, analytical, strategic, tactical and control phases of the process, situational and portfolio analysis, choice of strategic approach to target markets, importance of mission and partial strategic documents in services; - basic marketing mix: product service and its quality management through marketing tools, specifics of pricing, distribution and principles of effective communication in services; - additional 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.
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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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Juříková, Martina. Marketing služeb. CD. Zlín: UTB, OA a VOŠE Zlín, 2014. ISBN 978-80-7454-375-3.
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Slavík, Jakub. Marketing a strategické řízení ve veřejných službách: jak poskytovat zákaznicky orientované veřejné služby. Praha: Grada, 2014. ISBN 9788024748191.
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VAJČNEROVÁ, I., RYGLOVÁ, K. Management kvality služeb v cestovním ruchu: jak zvýšit kvalitu služeb a spokojenost zákazníků.. Praha: Grada, 2017. ISBN 978-80-247-5021-7.
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VANÍČEK, Jiří. Marketing služeb a cestovního ruchu. Opava, 2013. ISBN 978-80-7248-870-4.
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VAŠTÍKOVÁ, Miroslava. Marketing služeb: efektivně a moderně. 2., aktualiz. a rozš. vyd.. Praha: Grada Publishing, 2014. ISBN 978-802-4750-378.
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