|
Lecturer(s)
|
|
|
|
Course content
|
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)
|
|
Learning activities and teaching methods
|
|
unspecified
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| 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 services: opportunities and limits of the implementation in Czech firms.. 2014. ISBN 978-80-87500-61-3.
-
KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
-
WIRTZ, Jochen a Christopher H. LOVELOCK. Services marketing: people, technology, strategy. 2016. ISBN 9781944659011.
|