Course: Service Marketing

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Course title Service Marketing
Course code KMG/MS
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
  • Ungerman Otakar, Ing. Ph.D.
Course content
Lectures (topics): 1.Defining service market 2.Marketing in the service sector 3.Marketing planning for services 4.Target marketing 5.Services marketing mix 6.A service as a product 7.Pricing in the service sector 8.Services distribution options 9.Marketing communication in the service sector 10.Material environment 11.Human factors in the service sector 12.Processes in the service sector 13.Marketing information system 14.Aspects of consumer behaviour Seminars (topics): Discussions with students on the given topics, case studies, and implementation into practice. 1.The role of services in the current economy 2.Discussion on the basic concepts in marketing 3.An example of planning in the service sector 4.Defining the segmentation criteria for target marketing 5.Providing services - differences in the marketing mix 6.Commercialisation of services 7.Pricing policy in the service sector 8.Service distribution options 9.Mixing a communication mix for services 10.Providing a service - place 11.Providing services - the role of a man 12.Process optimisation in the enterprises providing services 13.Semestral projects presentations

Learning activities and teaching methods
Monological explanation (lecture, presentation,briefing)
  • Class attendance - 56 hours per semester
  • Preparation for credit - 15 hours per semester
  • Preparation for exam - 25 hours per semester
  • Semestral paper - 20 hours per semester
  • Home preparation for classes - 20 hours per semester
Learning outcomes
The subject provides the basic information about the marketing of services to the students. The main goal of the subject is to describe services problems, to clear up the basic terms and relations connected with services and to point out to the influence of services qualities on the marketing activities in the companies.
Students obtain knowledge in given course in accordance with requirements and course programme.
Economic knowledge

Assessment methods and criteria
Written exam

Participation on seminars exam:written
Recommended literature
  • Jakubíková, Dagmar. Marketing v cestovním ruchu: jak uspět v domácí i světové konkurenci. 2. aktualiz. a rozš. vyd.. Praha, 2012. ISBN 978-80-247-4209-0.
  • Kotler,p.,K.Keller. Marketing management. Praha, 2013. ISBN 978-80-247-4150-5.
  • MALCOLM, A. P. a P. MCDONALD. Marketing Planming for Services. London: Tailor and Francis Group, 2012. ISBN 978-07-5063-022-1.
  • Slavík,J. Marketing a strategické řízení ve veřejných službách. Praha, 2014. ISBN 80-7169-995-0.
  • VAŠTÍKOVÁ, M. Marketing služeb: efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester