29. 10. 2020  8:17      Klára, pamätný deň - Deň narodenia Ľudovíta Štúra        
Univerzitní informační systém

Sylabus předmětu BEEX30344 - Services Marketing (FEP - WS 2020/2021)

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Pan-european University
Faculty of Economics and Business
Course unit code: BEEX30344
Course unit title: Services Marketing
Planned learning activities and teaching methods:
4 hours weekly / 12 hours per semester of study (on-site method)

Credits allocated:
Recommended semester/trimester:
-- item not defined --
Level of study:
Prerequisites for registration:
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:
By studying the subject the student gains a complex, systematic and versatile view of the issue of services in the economy. Learning outcomes of the course unit The aim of the course is to acquaint students with the basic characteristics of services, individual tools of the marketing mix of services and the possibilities of using marketing in the field of tourism and the non-profit sector. Upon completion of the course, students will acquire the necessary theoretical knowledge, skills, and abilities necessary for the correct and effective management of companies offering services.
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:
SUPEKOVÁ, S. International business III. 1st ed. Nitra: ForPress Nitrianske tlačiarne, 2014. 102 p. ISBN 978-80-89731-1-90.
MICHALOVÁ, V. Manažment a marketing služieb. 1st ed. Bratislava: Daniel Netri, 2006. 216 p. ISBN 80-969567-1-X.
CIBÁKOVÁ, V. -- RÓZSA, Z. -- CIBÁK, Ľ. Markting služieb. 1st ed. Bratislava: IURA EDITION, 2008. 214 p. ISBN 80-8078-210-8.

BATESON, J. -- HOFFMAN, D. Services marketing. Canada: South Western Cengage learning, 2011. 468 p. ISBN 978-0-538-47645-4.
ĎAĎO, J. -- PETROVIČOVÁ, J. -- KOSTKOVÁ, M. Marketing služieb. Bratislava: EPOS, 2006. 295 p. ISBN 80-8057-662-9.

Language of instruction:
Courses evaluation:
Assessed students in total: 103

21,4 %25,2 %
28,2 %
11,7 %
13,5 %
0 %
Name of lecturer(s):
doc. Ing. Soňa Chovanová Supeková, PhD. (person responsible for course)
Last modification:
5. 6. 2020

Last modification made by Mgr. Jozef Sisák on 06/05/2020.

Typ výstupu: