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Lecturer(s)
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Sosnová Lucie, magistr kand.ekon.věd, dipl.spec.
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Dvorský Milan, Ing. MBA
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Hodoval Petr, Ing. Ph.D.
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Course content
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Introduction to the marketing of services Specifics of services marketing Services definition, importance of services and their typology Specific characteristics of services and their marketing - examples Supply and demand on the services market, customer decision-making Marketing research in the field of services Marketing strategies of companies and other subjects in service sector Marketing mix in companies and other subjects in service sector Role of human factor in services Implementation of marketing tools - practical examples Marketing specifics of companies and other subjects in service sector
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Learning activities and teaching methods
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Interactive lecture, Lecture supplemented with a discussion, E-learning, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Task-based study method, Individual study, Self-study of literature, Textual studies, Lecture, Practicum
- Contact hours
- 39 hours per semester
- Preparation for an examination (30-60)
- 30 hours per semester
- Presentation preparation (report) (1-10)
- 5 hours per semester
- Undergraduate study programme term essay (20-40)
- 30 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| to describe basic micro- and macroeconomic indicators, structures and relations |
| to describe basics of marketing |
| Skills |
|---|
| to use APA7 in accord to the standards at the Faculty of Economics, University of West Bohemia |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
|---|
| Knowledge |
|---|
| to identify specific attributes of services and services marketing |
| to explicate the specifics of marketing management of companies and other subjects in service sector |
| to distinguish various approaches to the marketing mix and propose a content of its particular tools |
| Skills |
|---|
| to apply marketing tools, skills and processes in activities of companies and other subjects in service sector |
| to apply gained knowledge, methods and procedures to particular tasks when working individually |
| to discuss particular practical examples, analyse texts and present appropriately results of individual work |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecture |
| Lecture supplemented with a discussion |
| Interactive lecture |
| Self-study of literature |
| Skills |
|---|
| Practicum |
| Individual study |
| Students' portfolio |
| Discussion |
| Group discussion |
| Competences |
|---|
| Discussion |
| Individual study |
| Students' portfolio |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Portfolio |
| Skills |
|---|
| Portfolio |
| Individual presentation at a seminar |
| Self-evaluation |
| Competences |
|---|
| Portfolio |
| Individual presentation at a seminar |
| Self-evaluation |
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Recommended literature
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Bruhn, Manfred; Meffert, Heribert. Handbuch Dienstleistungsmarketig : Planung - Umsetzung - Kontrolle. Wiesbaden : Springer Gabler, 2012. ISBN 978-3-8349-3660-8.
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Curedale, Robert. Design thinking : process & methods. 5th edition. 2019. ISBN 978-1-940805-45-0.
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Hazdra, Adam. Skvělé služby : jak dělat služby, které vaše zákazníky nadchnou. 1. vyd. Praha : Grada, 2013. ISBN 978-80-247-4711-8.
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Hesková, Marie. Teorie, management a marketing služeb. České Budějovice : Vysoká škola evropských a regionálních studií, 2012. ISBN 978-80-87472-25-5.
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Jakubíková, Dagmar. Marketing v cestovním ruchu: jak uspět v domácí i světové konkurenci. Praha, 2012. ISBN 978-80-247-4209-0.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Lovelock, Christopher H.; Wirtz, Jochen. Services marketing : people, technology, strategy. 7th ed. Boston : Pearson, 2011. ISBN 978-0-273-75606-4.
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Morrison, Alastair M. Hospitality and travel marketing. Fifth edition. 2023. ISBN 978-1-032-27413-3.
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Morrison, Alastair M. Marketing and managing tourism destinations. Second edition. 2019. ISBN 978-1-138-89729-8.
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Tučková, Zuzana. Ekonomika služeb. Vyd. 1. Praha : Wolters Kluwer Česká republika, 2013. ISBN 978-80-7478-006-6.
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Vajčnerová, Ida; Ryglová, Kateřina. Management kvality služeb v cestovním ruchu : jak zvýšit kvalitu služeb a spokojenost zákazníků. První vydání. 2017. ISBN 978-80-247-5021-7.
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Vlaštíková, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha : Grada Publishing, 2014. ISBN 978-80-247-5037-8.
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Wirtz, Jochen. Winning in service markets : success through people, technology and strategy. 2017. ISBN 978-1-944659-05-9.
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