Lecturer(s)
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Škodová Parmová Dagmar, doc. Dr. Ing.
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Course content
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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. 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. Specifics of the various services sectors (banking, insurance, tourism, public services and state and local governments) - in terms of both service providers and clients.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
- Preparation for classes
- 25 hours per semester
- Preparation for credit
- 28 hours per semester
- Semestral paper
- 42 hours per semester
- Preparation for exam
- 28 hours per semester
- Class attendance
- 14 hours per semester
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Learning outcomes
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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 students understand the basic principles of corporate management. They are able to create the project offer of services, to develop the project, to prepare business plans and calculate them.
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Prerequisites
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General knowledge of management and marketing.
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Assessment methods and criteria
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Student performance assessment, Combined exam, Test
Credit Requirements: Seminar paper (business plan, marketing concept design of service company, project documentation for the use of subsidy, etc. use of SERVQUAL method) Examination requirements: During the test, students demonstrate knowledge of business management services.
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Recommended literature
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Johnston, R., Clark, G., & Shulver, M. Service operations management: improving service delivery (4th ed.). Harlow: Pearson, 2012.
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Palmer, A. Principles of services marketing (Sixth edition). Maidenhead: McGraw-Hill Companies, 2011.
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