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Lecturer(s)
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Tučková Zuzana, doc. Ing. Ph.D.
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Javed Mohsin, Ph.D.
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Vaculčíková Zuzana, Ing. Ph.D.
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Course content
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Characteristics of service-based economies as indicators of the country's economic progress. Knowledge services in the conditions of European integration. The role of services in the economic development of individual countries. Demand for services and its management. Offer of services. Capacity management in consumed services. Quality of services, its measurement and consumer decision-making. Development of the services market and urban sprawl. Marketing process in the service sector. Planning and deciding on pricing strategies in the services sector. Integrated marketing communication in the service sector. Tourism, as the primary service industry. International trade and investment in services.
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Learning activities and teaching methods
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unspecified
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| learning outcomes |
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| Knowledge |
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| Student has knowledge about service economy. He is oriented in the service problems. He is eligible to use the knowledge by the managing the service organization. |
| Student has knowledge about service economy. He is oriented in the service problems. He is eligible to use the knowledge by the managing the service organization. |
| describe the features of the services |
| describe the features of the services |
| characterize the criteria and methods for evaluating the quality of services |
| characterize the criteria and methods for evaluating the quality of services |
| define marketing strategies in services |
| define marketing strategies in services |
| describe the role of technologies in services |
| describe the role of technologies in services |
| characterize pricing strategies in services |
| characterize pricing strategies in services |
| Skills |
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| apply the consequences of service characteristics to managerial decision-making |
| apply the consequences of service characteristics to managerial decision-making |
| conduct an analysis of service quality using selected methods |
| conduct an analysis of service quality using selected methods |
| design a marketing strategy for a selected service-oriented business |
| design a marketing strategy for a selected service-oriented business |
| apply soft skills in communication with customers |
| apply soft skills in communication with customers |
| apply knowledge about the service system and service environment in selected case studies |
| apply knowledge about the service system and service environment in selected case studies |
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Recommended literature
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CLAIR, G. S. Knowledge Services: A Strategic Framework for the 21st Century Organization (Current Topics in Library and Information Practice).. K G Saur Verlag Gmbh & Co, 2016. ISBN 978-3110462968.
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JIRÁSKOVÁ, E. Ekonomika a podnikání ve službách.. Liberec: Technická univerzita v Liberci, 2014. ISBN 978-80-7494-039-2.
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PŘIKRYLOVÁ J., JAHODOVÁ, H. Moderní marketingová komunikace.. Praha: Grada, 2010. ISBN 978-80-247-3622-8.
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SACHS, J. D. Building the New American Economy: Smart, Fair, and Sustainable. Columbia University Press, 2017. ISBN 978-0231184045.
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STEJSKAL, J., KUVÍKOVÁ, H., MIKUŠOVÁ MERIČKOVÁ, B., LINHARTOVÁ, V. Teorie a praxe veřejných služeb.. Praha: Wolters Kluwer ČR, 2017. ISBN 978-80-7552-726-4.
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TUČKOVÁ, Z. Ekonomika služeb.. Praha: Wolters Kluwer Česká republika, 2013. ISBN 978-80-7478-006-6.
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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, J., LOVELOCK, Ch. Services marketing: people, technology, strategy.. World Scientific Publishing, 2016. ISBN 1944659013.
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WIRTZ, J. Winning in Service Markets: Success through People, Technology and Strategy. WS Professional, 2016. ISBN 978-194465904.
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ZEITHAML, V. A., BITNER M. J., GREMLER, D. Services Marketing: Integrating Customer Focus Across the Firm.. McGrow Hill, 2017. ISBN 978-0078112102.
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