Course: Marketing of the services

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Course title Marketing of the services
Course code KMG/W1007
Organizational form of instruction Lesson
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 2
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Jánská Michaela, Ing. Ph.D.
  • Nigrinová Lenka, Ing. Mgr. Ph.D.
Course content
1. The principles and characteristics of services. 2. The principle of service marketing and its specificity. 3. Marketing mix of services. 4. Strategic marketing planning in the field of services. 5. Marketing research of services. 6. The quality of services. Importance of service quality, the quality of services versus the quality of products. 7. Service products. 8. Prices of services and the pricing of services. 9. Distribution of services. 10. Marketing communications in the field of services. 11. People in the field of services. 12. Tourism Marketing. 13. Marketing of no-profit organizations.

Learning activities and teaching methods
unspecified, unspecified
  • unspecified - 15 hours per semester
  • unspecified - 10 hours per semester
  • unspecified - 26 hours per semester
Learning outcomes
The goal of the course is to develop the knowledge of the students from the field of marketing and to acquaint them with the specific approaches pursued in the field of service marketing. Students will familiarize not only with the basic characteristic quality of the services, but also their consequences on the marketing management of organizations in the field of services. Special attention will be devoted to the individual instruments of marketing mix in the marketing of services.
After the successful completion of the course, students will be able to: - describe the types of marketing in the services and characteristics of services; - distinguish the strategy in the service sector; - explain the distinctiveness of marketing in tourism; - clarify the focus of the country tourism marketing; - distinguish the marketing in the financial market; - discuss about the importance of a non-profit organization marketing.
The requirement for the registration in this course is to pass successfully the exam from the subject of Marketing.

Assessment methods and criteria
The condition for granting the credit is: a) activity in the seminars b) the completion of the semester project c) the defense of the semester project To achieve the credit the attendance at seminars and writing the semester project on agreed topic will be evaluated. The goal is the practical application of the topic for the specific case of the practice. The semester project work will be presented in the context of the exercise. The ability to apply the theoretical knowledge in the conception of knowledge from the sphere of marketing services as well as the form and the originality way of its presentation. Grading scale for the credit: Active participation in the seminars: 10b. The seminar work: 20b. (Written part: 15 points; Defence: 5 points) Achievement of the max. number of points: 30b. Achievement of the min. number of points: 25b.
Recommended literature
  • Cetlová, H. Marketing služeb. Praha: Bankovní institut, 2007..
  • Jakubíková, D. Strategický marketing- strategie a trendy. 2. rozšířené vydání.Praha: Grada, 2013..
  • Janečková, L., & Vaštíková, M. Marketing služeb. Praha: Grada, 2001..
  • Kiraľová, A. Marketing hotelových služeb. 2.vydání.Praha: Ekopress, 2006..
  • Kotler, P. & Trias de Bes, F. Inovativní marketing - Jak kreativním myšlením vítězit u zákazníků. Praha: Grada, 2005..
  • Kotler, P., & Wong, V., & Saunders, J., & Amstrong, G. Moderní marketing. 4.vydání.Praha: Grada, 2007..
  • Lacina, K. Management a marketing cestovního ruchu. Praha: Vysoká škola finanční a správní, 2010..
  • Vaštíková, M. Marketing služeb - efektivně a moderně. 2. aktualizované a rozšířené vydání.Praha: Grada , 2014..

Study plans that include the course