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Course syllabus BEEX30360 - Marketing služieb (FEP - WS 2019/2020)


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University:
Pan-european University
Faculty:
Course unit code: BEEX30360
Course unit title: Marketing služieb
Planned learning activities and teaching methods:
seminar
16 hours per semester of study (on-site method)

Credits allocated: 2
Recommended semester/trimester:
-- item not defined --
 
Level of study: 1.
Prerequisites for registration: none
 
Assessment methods:
Active participation in seminars, a case study with 40% presentation, a written exam with modeling of Blueprinting service 60% of the total evaluation of the subject.
Individual grades of the credit system qualification scale are awarded on the basis of scoring, which reflects the degree of success of the course completion as follows:
A = 94 - 100 points = 1
B = 86 - 93 points = 1.5
C = 76 - 85 points = 2
D = 66 - 75 points = 2.5
E = 56 - 65 points = 3
FX = 0 - 55 points = 4
 
Learning outcomes of the course unit:
Študent štúdiom predmetu získava komplexný, systematický a všestranný pohľad na problematiku služieb v hospodárstve. Cieľom predmetu je oboznámiť študentov so základnými charakteristikami služieb, jednotlivými nástrojmi marketingového mixu služieb a možnosťami využitia marketingu v oblasti cestovného ruchu a neziskového sektora. Študenti po absolvovaní predmetu nadobudnú potrebné teoretické vedomosti, zručnosti a schopnosti potrebné pre správne a efektívne riadenie podnikov ponúkajúcich služby.
 
Course contents:
1. Nature and characteristics of services, classification of services, historical development, the importance of services.
2. Specifics of service marketing, differences between service marketing and marketing of tangible products, main trends in service development.
3. Marketing strategies of companies in the service sector.
4. Marketing research in services.
5. Possibilities of creating a marketing mix of services.
6. Marketing tool "Product" in services.
7. Marketing decisions on service pricing.
8. Marketing tool "Distribution" in the area of ​​services.
9. Marketing communication for service providers.
10. Marketing tool "Personnel" in the area of ​​service provision.
11. Elements of the material environment in the area of ​​service provision.
12. Processes in services. Blueprinting.
13. Marketing of non-profit organizations (sheltered workshops, senior care, political parties, churches, hospitals) and profit-making organizations offering services (tourism, telecommunications, insurance companies, banks, legal services, advertising agencies, consultancy).
 
Recommended or required reading:
Basic:
SUPEKOVÁ, S. International business III. 1st ed. Nitra: ForPress Nitrianske tlačiarne, 2014. 102 p. ISBN 978-80-89731-1-90.

 
Language of instruction:
Slovak
 
Notes:
 
Courses evaluation:
Assessed students in total: 0

 
Name of lecturer(s):
doc. Ing. Soňa Chovanová Supeková, PhD. (person responsible for course)
Last modification:
18. 12. 2019
Supervisor:


Last modification made by Ján Lukáš on 12/18/2019.

Type of output: