Course: Management of Services B

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Course title Management of Services B
Course code KEN/KRSB
Organizational form of instruction Lecture
Level of course Bachelor
Year of study 1
Semester Winter
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Škodová Parmová Dagmar, doc. Dr. Ing.
Course content
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.

Learning activities and teaching methods
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
  • Class attendance - 56 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 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.
General knowledge of Management, Marketing.

Assessment methods and criteria
Combined exam, Seminar work

Credit Requirements: Seminar paper (business plan, marketing concept design of service company, project documentation for the use of subsidy, etc. use of SERVQUAL method) 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
  • BEDNÁŘ, F. Management a marketing služeb. Brno, 2002. ISBN 80-85429-70-5.
  • HALLER, S. Dienstleistungsmanagement. 2005. ISBN 3409314997.
  • HOET, U. -SCHWARZ, W. Qualitätstechniken für die Dienstleistung. München, 2002. ISBN 3-446-19007-4.
  • PARMOVÁ, D. Řízení služeb. Přednášky. České Budějovice, 2004. ISBN 80-7040-673-9.
  • Škodová Parmová, D. Konkurenceschopnost a služby pro podnikatele. Praha, 2012. ISBN 978-80-87197-46-2.
  • Vaštíková, M. Marketing služeb: efektivně a moderně.. Praha, 2014. ISBN 978-80-247-5037-8.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): Structural Policy of the EU and Rural Development (3) Category: Economy 1 Recommended year of study:1, Recommended semester: Winter