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Course info
KMO / MANS
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Course description
Department/Unit / Abbreviation
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KMO
/
MANS
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Service Marketing Management
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
4
Cred.
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Type of completion
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Written
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Type of completion
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Written
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Time requirements
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Lecture
2
[Hours/Week]
Seminar
1
[Hours/Week]
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Course credit prior to examination
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Yes
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Course credit prior to examination
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Yes
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Included in study average
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YES
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Language of instruction
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Czech
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Occ/max
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|
|
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Summer semester
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0 / -
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0 / -
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0 / -
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Included in study average
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YES
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Winter + Summer
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Semester taught
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Winter + Summer
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Minimum (B + C) students
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10
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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Czech
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Internship duration
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0
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No. of hours of on-premise lessons |
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Evaluation scale |
1|2|3|4 |
Periodicity |
každý rok
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Evaluation scale for credit before examination |
S|N |
Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
|
Fundamental theoretical course |
No
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Evaluation scale |
1|2|3|4 |
Evaluation scale for credit before examination |
S|N |
Substituted course
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None
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Preclusive courses
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KMO/AMANS and KMO/NMANS
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
,
XLS
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Course objectives:
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The aim of this course is: to convey the main principles and specifics of the marketing management of service providers; to describe and to explain the main characteristics and specifics of services; to explain strategic and operative concepts of the management of service providers; to characterize the main aspects of quality and process management during providing of services; to convey the specifics in cost management, pricing, marketing, HR, control processes of the service providers; to discuss new trends in the service management with focus on service design; to practice (with help of case studies) the specifics of management of service providers.
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Requirements on student
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1) Completion of scored activities, which are assigned in the exercises and relate to the content of the lecture and the current situation in the field. Activities may be oral or written, including presentation of outcomes. Activities are rated.
2) A written examination test.
The scoring system for the semester is conveyed to students in the introductory class of the course.
A student must earn 50% of all points to pass the course.
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Content
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Basics of service marketing management
Basics of Service Dominant Logic (S-D)
Basics of design thinking approaches in service marketing management
Macroeconomic impact and typology of services
Microeconomic backgrounds of services
Gathering information in the field of service marketing management
Strategic and operative marketing management of services
Processes of service providing
Quality in the services and its management
Resources management at service providers (costs, HR, capacity, organisation)
Pricing of services
Marketing of service providers
Control processes at service providers
Development trends in services
Particular topics will be rounded by solving partial practical examples and case studies.
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
Yayici, Emrah. (2016). Design thinking methodology book.
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Basic:
Tučková, Zuzana. (2013). Ekonomika služeb. Praha : Wolters Kluwer Česká republika, Vyd. 1.
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Basic:
Vlaštíková, Miroslava. (2014). Marketing služeb : efektivně a moderně. Praha : Grada Publishing, 2., aktualiz. a rozš. vyd.
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Basic:
Wirtz, Jochen; Lovelock, Christopher H. (2016). Services marketing : people, technology, strategy. , Eighth edition.
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Basic:
Hazdra, Adam. (2013). Skvělé služby : jak dělat služby, které vaše zákazníky nadchnou. Praha : Grada, 1. vyd.
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Basic:
Hesková, Marie. (2012). Teorie, management a marketing služeb. České Budějovice : Vysoká škola evropských a regionálních studií.
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Basic:
Wirtz, Jochen. (2017). Winning in service markets : success through people, technology and strategy.
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Extending:
Corsten, Hans; Gössinger, Ralf. (2007). Dienstleistungsmanagement. München : Oldenbourg, 5., vollständig überarbeitete und wesentlich erwwitwrtw Aufl.
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Extending:
Bieger, Thomas. (2007). Dienstleistungs-Management : Einführung in Strategien und Prozesse bei Dienstleistungen. Bern : Haupt, 4. Aufl.
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Extending:
Fliess Sabine. (2009). Dienstleistungsmanagement: Kundenintegration gestalten und steuern. Gabler: Wiesbaden.
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Extending:
Mlčoch, Lubomír. (2005). Institucionální ekonomie. Praha : Karolinum.
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Extending:
Vaštíková, Miroslava. (2008). Marketing služeb : efektivně a moderně. Praha : Grada, 1. vyd.
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Recommended:
Bruhn, Manfred; Meffert, Heribert. (2012). Handbuch Dienstleistungsmarketig : Planung - Umsetzung - Kontrolle. Wiesbaden : Springer Gabler.
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Recommended:
Ariely, Dan. (2011). Jak drahá je intuice : proč nás selský rozum často vede ke ztrátovým rozhodnutím. Praha : Práh, Vyd. 1.
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Recommended:
Ariely, Dan. (2008). Jak drahé je zdarma? : proč chytří lidé přijímají špatná rozhodnutí : iracionální faktory v ekonomice i v životě. Praha : Práh, Vyd. 1.
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Recommended:
Kotler, Philip; Keller, Kevin Lane. (2018). Marketing management. , 15e.
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Recommended:
Ariely, Dan; Kreisler, Jeff. (2019). Peníze a zdravý selský rozum : jak se vyhnout chybám při rozhodování ve finančních záležitostech a jak utrácet peníze rozumnějším způsobem. , Vydání první.
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Recommended:
Polaine, Andrew; Lovlie, Lavrans,; Reason, Ben. (2013). Service design : from insight to implementation.
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Recommended:
Reason, Ben; L?vlie, Lavrans,; Flu, Melvin Brand. (2016). Service design for business : a practical guide to optimizing the customer experience.
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Recommended:
Lusch, Robert F.; Vargo, Stephen L. (2014). Service-dominant logic : premises, perspectives, possibilities.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Preparation for comprehensive test (10-40)
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20
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Preparation for an examination (30-60)
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35
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Presentation preparation (report) (1-10)
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10
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Contact hours
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39
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Total
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104
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
to describe basic micro- and macroeconomic indicators, structures and relations |
to provide basic knowledge of marketing and management |
Skills - students are expected to possess the following skills before the course commences to finish it successfully: |
to apply basic instruments of marketing management |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
N/A |
N/A |
|
Learning outcomes
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Knowledge - knowledge resulting from the course: |
to interpret the main principles and processes in the management of service providers |
to characterize strategic and operative management of service providers |
to identify the significance of the tertiary sector of the economy |
to describe and explain process and quality management at service providers |
to explain various types of service pricing and control processes at service providers |
Skills - skills resulting from the course: |
to apply basic methods of gathering information at service providers |
to apply basic aspects of resources management and marketing at service providers |
to apply gained knowledge, methods and procedures in service management to partial tasks when working individually |
to discuss real cases examples, analyse texts and elaborate case studies |
Competences - competences resulting from the course: |
N/A |
N/A |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Written exam |
Portfolio |
Skills - skills achieved by taking this course are verified by the following means: |
Portfolio |
Individual presentation at a seminar |
Group presentation at a seminar |
Competences - competence achieved by taking this course are verified by the following means: |
Self-evaluation |
Portfolio |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture |
Lecture supplemented with a discussion |
Interactive lecture |
Multimedia supported teaching |
Textual studies |
Self-study of literature |
Skills - the following training methods are used to achieve the required skills: |
Seminar |
Task-based study method |
Individual study |
Students' portfolio |
Discussion |
One-to-One tutorial |
Competences - the following training methods are used to achieve the required competences: |
Students' portfolio |
Individual study |
Textual studies |
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