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Lecturer(s)
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Hodoval Petr, Ing. Ph.D.
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Kocová Hana, Mgr. Ph.D.
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Course content
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Basics of service marketing management and specifics of services Basic aspects of Service Dominant Logic (S-D) Strategic and operational service marketing management Designing the service delivery process (including basic aspects of the design thinking approach in service marketing management) Theoretical approaches to service marketing management HR in services Customer in services - behaviour, satisfaction, loyalty Quality in services and its management Complaint handling and service recovery Marketing mix in services Balancing demand and capacity Particular topics will be rounded by solving partial practical examples and case studies.
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Learning activities and teaching methods
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- Contact hours
- 39 hours per semester
- Preparation for an examination (30-60)
- 25 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 10 hours per semester
- Graduate study programme term essay (40-50)
- 30 hours per semester
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| prerequisite |
|---|
| Knowledge |
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| to describe basic micro- and macroeconomic indicators, structures and relations |
| to provide basic knowledge of marketing and management |
| Skills |
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| to apply basic instruments of marketing management |
| Competences |
|---|
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| 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 |
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| 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 |
| to apply selected design thinking methods to the service sector |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Lecture |
| Lecture supplemented with a discussion |
| Interactive lecture |
| Multimedia supported teaching |
| Textual studies |
| Self-study of literature |
| Skills |
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| Seminar |
| Task-based study method |
| Individual study |
| Students' portfolio |
| Discussion |
| One-to-One tutorial |
| Competences |
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| Students' portfolio |
| Individual study |
| Textual studies |
| assessment methods |
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| Knowledge |
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| Written exam |
| Portfolio |
| Skills |
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| Portfolio |
| Individual presentation at a seminar |
| Group presentation at a seminar |
| Competences |
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| Self-evaluation |
| Portfolio |
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Recommended literature
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Bieger, Thomas. Dienstleistungs-Management : Einführung in Strategien und Prozesse bei Dienstleistungen. 4. Aufl. Bern : Haupt, 2007. ISBN 978-3-8252-2974-0.
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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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Corsten, Hans; Gössinger, Ralf. Dienstleistungsmanagement. 5., vollständig überarbeitete und wesentlich erwwitwrtw Aufl. München : Oldenbourg, 2007. ISBN 978-3-486-58237-6.
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Fließ, Sabine. Dienstleistungsmanagement : Kundenintegration gestalten und steuern. 1. Aufl. Wiesbaden : Gabler, 2009. ISBN 978-3-8349-0024-1.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
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Lusch, Robert F.; Vargo, Stephen L. Service-dominant logic : premises, perspectives, possibilities. 2014. ISBN 978-0-521-12432-4.
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Polaine, Andrew; Lovlie, Lavrans,; Reason, Ben. Service design : from insight to implementation. 2013. ISBN 978-1-933820-33-0.
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Reason, Ben; L?vlie, Lavrans,; Flu, Melvin Brand. Service design for business : a practical guide to optimizing the customer experience. 2016. ISBN 978-1-118-98892-3.
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Wirtz, Jochen; Lovelock, Christopher H. Services marketing : people, technology, strategy. Eighth edition. 2016. ISBN 978-1-944659-01-1.
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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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Yayici, Emrah. Design thinking methodology book. 2016. ISBN 978-605-86037-5-2.
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