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Lecturer(s)
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Dvořáková Líšková Zuzana, doc. RNDr. Ph.D.
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Škodová Parmová Dagmar, doc. Dr. Ing.
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Course content
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Lecture Topics: 1. The importance of services in modern society. Definition, characteristics and types of services. 2. Business in services. 3. Leadership and Human Resource Management + Flexible Business Model. 4. Demand and supply management. Queuing Theory. Inventarization of Demand . 5. Fifth P in Services - PEOPLE - Role of Employees, Customers and Reference Markets + Internal Marketing. 6. Product policy. 7. Pricing policy. 8. Communication policy. 9. Customer Relationship Management - history, philosophy, system and current meaning. 10. Distribution of Services. 11. Business / Company consulting: characteristics, development, phases. 12. Specifics of particular service sectors. Seminars: 1. The evaluation of the significance of service on the practical examples, the work with text, the formulation of modern trends in services. 2. Market research (practical examples of methods). Quantification 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 creating the mission 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 the competitive advantages if the company in product policy.
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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
- 22 hours per semester
- Preparation for exam
- 28 hours per semester
- Class attendance
- 31.5 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, Marketing.
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Assessment methods and criteria
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Combined exam, Seminar work
Credit Requirements: Seminary work (business plan, proposal of marketing concept of services company, project documentation for drawing subsidy etc. application of SERVQUAL method). Examination Requirements: During the exam, students demonstrate knowledge of managing business.
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Recommended literature
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Hazdra, A., Jiřinová, K., Kypus, L., Harazínová, V., & Lunga, P. Skvělé služby: jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8.
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Škodová ? Parmová, D. Konkurenceschopnost a služby pro podnikatele: význam řízení služeb pro podnikatele při zvyšování konkurenceschopnosti vybraných národních ekonomik. Praha: Alfa Nakladatelství, 2012. ISBN 978-80-87197-46-2.
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Vaštíková, M. Marketing služeb: efektivně a moderně (2., aktualiz. a rozš. vyd.). Praha: Grada, 2014. ISBN 978-80-247-5037-8.
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