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Lecturer(s)
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Ungerman Otakar, doc. Ing. Ph.D.
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Course content
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1. Characteristic of market of services 2. Importance and function of marketing in services 3. Marketing planning 4. Market segmentation 5. Marketing mix 6. Service as a product 7. Price making in direct services 8. Services distribution possibilities 9. Marketing communication in services 10. Material surrounding 11. Human factor 12. Processes in services 13. Marketing research
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Learning activities and teaching methods
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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
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Learning outcomes
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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.
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Prerequisites
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Economic knowledge
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Assessment methods and criteria
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Written exam
Participation on seminars exam:written
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Recommended literature
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JANEČKOVÁ, L., VAŠŤÍKOVÁ, M. Marketing služeb. Praha: Grada, 2000. ISBN 80-7169-995-0.
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KOTLER, P. Marketing Management. 1. vyd. Praha: Grada, 2001.. ISBN 80-247-0016-6.
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PAYNE, A. Marketing služeb. Praha: Grada, 1996. ISBN 80-7169-276-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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