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Lecturer(s)
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Valentová Eliška, Ing. Ph.D.
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Course content
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1. Importance of services in national economy, characteristics of the services, basic typology of services. 2. Management of the process of providing services. Integrated concept of services. 3. Customer relationship management in services. 4. Pricing in the service sector, distribution of services, marketing communication across the services. 5. The concept of quality management in services. 6. Human resources management in services. 7. Innovation processes in services. 8. Operations management in organizations of services. 9. Characteristics and specifics of distribution services. 10. Characteristics and specifics of network services. 11. Characteristics and specifics of financial services. 12. Characteristics and specifics of commercial services. 13. Characteristics and specifics of public services. Seminars (topics): The tutorials are devoted to the practical exercises of the lectured topics, and presentations of the assigned projects.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- Class attendance
- 56 hours per semester
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Learning outcomes
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The aim of the course is to provide students with the structural changes in national economies in developed countries, with an emphasis on the growing importance of services. In addition, the basic typology of services and their characteristics will be provided. The subject builds on the knowledge obtained in the subject Business Administration and deepens it by the information on the services sector.
Students obtain knowledge about several service branches, their specifics and importance for the national economy.
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Prerequisites
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Prerequisity: Business Administration
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Assessment methods and criteria
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Combined examination, Written exam
Credit: Active attendance at seminars, elaboration and defense of the semestral work. Exam: written exam, minimum to complete the subject is 60%
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Recommended literature
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EISLER, J. Ekonomika dopravních služeb a podnikání v dopravě. 2. vyd.. Praha: Oeconomica, 2008. ISBN 978-80-245-1416-1.
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HESKOVÁ, M. Teorie, management a marketing služeb. 2. vyd.. České Budějovice: VŠERS, 2015. ISBN 978-80-87472-80-4.
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STAŇKOVÁ, P., R.VORLOVÁ a I. VLČKOVÁ. Marketing obchodu a služeb. 2. vyd.. Zlín: Univerzita Tomáše Bati, 2010. ISBN 978-80-7318-927-3.
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VAN LOOY, B., VAN DIERDONK, R. and GEMMEL, P. Services Management: An Integrated Approach. 2nd ed.. New Jersey: Prentice Hall, 2003. ISBN 0-273-67353-X.
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VAŠTÍKOVÁ, M. Marketing služeb: efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9.
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