|
Lecturer(s)
|
-
Juříková Martina, Ing. Ph.D.
-
Kazík Martin, Mgr.
|
|
Course content
|
- 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.
|
|
Learning activities and teaching methods
|
|
unspecified
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
|
Recommended literature
|
-
HAKSEVER, Cengiz a Barry RENDER. Service and operations management. 2018. ISBN 9789813209442.
-
Juříková, Martina. Marketing služeb. CD. Zlín: UTB, OA a VOŠE Zlín, 2014. ISBN 978-80-7454-375-3.
-
Slavík, Jakub. Marketing a strategické řízení ve veřejných službách: jak poskytovat zákaznicky orientované veřejné služby. Praha: Grada, 2014. ISBN 9788024748191.
-
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.
-
VANÍČEK, Jiří. Marketing služeb a cestovního ruchu. Opava, 2013. ISBN 978-80-7248-870-4.
-
VAŠTÍKOVÁ, Miroslava. Marketing služeb: efektivně a moderně. 2., aktualiz. a rozš. vyd.. Praha: Grada Publishing, 2014. ISBN 978-802-4750-378.
|