UNIVERSITY OF SOUTH BOHEMIA IN ČESKÉ BUDĚJOVICE
Study programmes & Course catalogue
for academic year 2023/2024
UNIVERSITY OF SOUTH BOHEMIA IN ČESKÉ BUDĚJOVICE
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Course: Management of Services

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Course title Management of Services
Course code KEN/YMS
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction English
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
Lecturer(s)
  • Škodová Parmová Dagmar, doc. Dr. Ing.
Course content
The main topics of lectures: 1. The importance of services in modern society. The definition, characteristics and types of services. 2. Business in services - market research, concept formation, Porter five forces model, the structure of services according to Kaspar, the concept of entrepreneurship in the service, the function. 3. Leadership and Human Resources Management + model of flexible firms. 4. Managing of supply and demand. Queuing theory. Inventory demand. 5. The fifth P in the service - PEOPLE - the role of employees, customers and markets reference + internal marketing. 6. Product policy: a model of basic services and peripheral products, range of services, auditing product, the optimal mix of services, resources, analysis, life cycle services, the importance of brand development of new services - the reasons and types of procedure, the withdrawal of services from the market. 7. Pricing policy: influences on the prices of services - an opportunity cost of the customer, government intervention, accreditation, service features, no essentiality of mainly market services, classification services for pricing purposes, types of pricing according to the classical factors - costs, competition, demand, cutting costs and specifics services, the value of customer service, costing, price elasticity, pricing tactics (species). 8. Communication policy: the role of verbal advertising, instruments mix of classical communication, communication strategies, tools of modern communication (direct marketing, Internet); Budgeting communication mix. 9. Customer Relationship Management - history, philosophy, system and contemporary significance 10. Distribution Services: flexibility of production and consumption, flexibility, customer segmentation, location models, the role of intermediaries (types, features, advantages and disadvantages, selection, principles of management of physical distribution of material elements, information technology in the service. 11. Business advice: characteristics, development stages (types and activities in the division stages). 12. - 14. Specifics of the various services sectors (banking, insurance, tourism, public services and state and local governments) - in terms of both service providers and clients.

Learning activities and teaching methods
Dialogic (discussion, interview, brainstorming)
  • Preparation for classes - 25 hours per semester
  • Preparation for credit - 28 hours per semester
  • Class attendance - 22.5 hours per semester
  • Semestral paper - 42 hours per semester
  • Preparation for exam - 28 hours per semester
Learning outcomes
The aim is to teach students not only to differentiate management approaches in companies producing tangible goods and service companies, but also understand the importance of services in modern society, to give students the basic skills of managers of enterprises engaged in services and companies that provide services only like a supplement to its main offer of material products. An integral part of teaching is the student's own work on management and marketing project in the service companies.
The aim is to teach students not only to differentiate management approaches in companies producing tangible goods and service companies, but also understand the importance of services in modern society, to give students the basic skills of managers of enterprises engaged in services and companies that provide services only like a supplement to its main offer of material products. An integral part of teaching is the student's own work on management and marketing project in the service companies.
Prerequisites
General knowledge

Assessment methods and criteria
Combined exam

Credit Requirements: Seminar paper and its presentation Credits will be awarded not earlier than 14 days before the end of the semester in accordance with the measure of Dean No. 124/2017 Article 15. Examination Requirements: During the test, students demonstrate knowledge of business management services. The examinations will be written 3 weeks before the beginning of the examination period in accordance with the measure of Dean No. 124/2017 Article 15.
Recommended literature
  • Johnston, R., Clark, G., & Shulver, M. Service operations management: improving service delivery (4th ed.).. Harlow, 2012. ISBN 978-0-273-74048-3.
  • MIDDLETON, V. T. C. & CLARKE, J. R. R. Marketing in Travel and Tourism (3rd ed.).. Oxford: Elsevier Butterworth - Heinemman., 2001.
  • PALMER, Adrian. Principles of services marketing. Maidenhead, 2011. ISBN 978-0-07-712951-4.
  • ŠKODOVÁ PARMOVÁ, D. Evaluation of state oprated business services in chosen transitional economies in accordance to their competitiveness.. České Budějovice: EF JU., 2011. ISBN 978-80-7394-335-6.
  • Škodová Parmová, D. Konkurenceschopnost a služby pro podnikatele. Praha, 2012. ISBN 978-80-87197-46-2.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
UNIVERSITY OF SOUTH BOHEMIA IN ČESKÉ BUDĚJOVICE, date of update: 23.04.2024 23:50. Data created for academic year 2023/2024