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Lecturer(s)
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Juříková Martina, Ing. Ph.D.
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Nováková Marika, Mgr. et Mgr. MBA
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Course content
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- Concept and importance of tertiary sector. Importance and development of marketing of services - Methods and techniques of marketing research in services - Strategic planning in services - Basic marketing mix - Upgrade elements of marketing mix of services (people, processes, physical evidence)
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Learning activities and teaching methods
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Lecturing, Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 14 hours per semester
- Term paper
- 14 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 |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| 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) |
| Analysis of the student's performance |
| Didactic test |
| Didactic test |
| Analysis of the student's performance |
| Composite examination (Written part + oral part) |
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Recommended literature
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BLOOM, Paul N., Thomas J. HAYES a Philip KOTLER. Marketing Professional Services..
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Grönroos, Christian. Service managament and marketing. Chichester : Wiley. 2000.
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Juříková. Marketing Services. Opportunities and Limits of the Implementation in Czech firms.. ISBN 9788087500613.
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Kotler, Philip. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
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