| Course Unit Code | 116-0303/02 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Third Year |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| HLU40 | Ing. Miluše Hluchníková, CSc. |
| Summary |
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The subject is focused on a characterization of service market,
marketing management and marketing tools in service organisations. The
aplication of marketing brings a differences to the elements of services
marketing. The main part of subject is aimed on marketing mix concept use in
the service industry. |
| Learning Outcomes of the Course Unit |
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After finishing the subject student be able:
- To characterize the services market, its specifics.
- To identificate the differences between targible goods sale and services sale.
- To compile full services offer of company including the package of services.
- To make a decision on the using of expanded marketing mix tools in services company.
- To modify the marketing management process in the services industry.
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| Course Contents |
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1. Characteristics of services industries. Classification of services.
Services development, factors of services development.
2. Consumer behavior in services. Characteristics of services. Differences
between goods and services. Customer perceptions of services. Customer
evaluation of services.
3. Principles of services marketing. Deficiencies in marketing management.
Evolution trends of services marketing. The services marketing mix.
Internal, external and interactive marketing
4. The service product, four levels of the service product. The service
offer, service elements, service forms, service levels.
5. Customer satisfaction measurement. Measurement of factor importance.
Method of perceived gap. Method of satisfaction pyramid. Position map
according to the satisfaction and factor importance.
6. Packaging the services product. The product life-cycle. Assortment in
services industrie organization.
7. Pricing the services.
8. Distribution and delivery of services.
9. Promotion of services.
10.People in services. Internal marketing. Control systems of personnel
service quality. Customers levels.
11.Physical evidence. Management of physical evidence. Creation services
atmosphere.
12.Processes in services. Balancing service offer and demand. Productivity in
services industries.
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| Recommended or Required Reading |
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| Required Reading: |
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KOTLER, Philip a Gary ARMSTRONG. Principles of Marketing. London: Pearson Education, 2017. 736 p. ISBN 978-0134492513.
RAŠOVSKÁ, Ida a Kateřina RYGLOVÁ. Management kvality v cestovním ruchu. Praha: Grada, 2017. 192 s. ISBN 978-80-247-5021-7.
VAŠTÍKOVÁ, Miroslava. Marketing služeb - efektivně a moderně. 2. aktual. a rozš. vyd. Praha: Grada, 2014. 268 s. ISBN 978-80-247-5037-8. |
KOTLER, Philip a Gary ARMSTRONG. Principles of Marketing. London: Pearson Education, 2017. 736 p. ISBN 978-0134492513.
RAŠOVSKÁ, Ida a Kateřina RYGLOVÁ. Management kvality v cestovním ruchu. Praha: Grada, 2017. 192 s. ISBN 978-80-247-5021-7.
VAŠTÍKOVÁ, Miroslava. Marketing služeb - efektivně a moderně. 2. aktual. a rozš. vyd. Praha: Grada, 2014. 268 s. ISBN 978-80-247-5037-8. |
| Recommended Reading: |
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JAKUBÍKOVÁ, Dagmar. Marketing v cestovním ruchu. Praha: Grada, 2012. 320 s. ISBN 978-80-247-4209-0.
KOTLER, Philip a Kevin KELLER. Marketing management. Přel. T. Juppa. 14. vyd. Praha: Grada, 2013. 814 s. ISBN 978-80-247-4150-5.
ZEITHAML, V., M. J. BITNER and D. GREMLER. Services Marketing. 7th ed. New York: McGraw-Hill Education, 2018. 544 p. ISBN 978-0078112102. |
JAKUBÍKOVÁ, Dagmar. Marketing v cestovním ruchu. Praha: Grada, 2012. 320 s. ISBN 978-80-247-4209-0.
KOTLER, Philip a Kevin KELLER. Marketing management. Přel. T. Juppa. 14. vyd. Praha: Grada, 2013. 814 s. ISBN 978-80-247-4150-5.
ZEITHAML, V., M. J. BITNER and D. GREMLER. Services Marketing. 7th ed. New York: McGraw-Hill Education, 2018. 544 p. ISBN 978-0078112102. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials, Project work, Other activities |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Exercises evaluation and Examination | Credit and Examination | 100 (100) | 51 |
| Exercises evaluation | Credit | 40 | 0 |
| Examination | Examination | 60 (60) | 0 |
| Written examination | Written examination | 60 | 0 |