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. Seminars: 1. Evaluation of the significance of service on practical examples, working with the text, the formulation of modern trends in services. 2. Market research (practical examples of methods). Quantification of data SWOT analysis, Porter's five forces model and Kasparov methods. 3. Formulation of the role of the enterprise. Explanation of methods on model examples. Group work on the role of fictitious companies and their communications. Creating an organizational structure and formulation of job descriptions of individual employees. 4. Seminar papers (investigation of the current state of the service sector, creating a business plan, etc.). Presentation and moderation techniques and tactics. 5. Evaluation of different types of services according to the theory of supply and demand management, suggesting of different strategies. 6. Proposals of new products, product audit issues and finding of competitive advantages of the company in product policy. Practical applications of the basic model and additional product. 7. Calculating the price of services regarding the various types of costs. 8. Optimizing distribution channels, the importance of intermediaries. Web page design. 9. Practical training on communication policy examples. 10. - 14. Presentation of seminar papers.
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