Course detail

Service Management

FP-BSMAEAcad. year: 2021/2022

Today, services are the growth engine of developed economies. Service Management takes an operations point of view to look at companies and industries in the service sector. The course will be primarily case based and will include cases from industries and sectors such as retailing, health care, financial services, internet services. Cases will be supplemented with lectures and readings, with some guest lectures and field trips as well.

Language of instruction

English

Number of ECTS credits

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Institute of Management (ÚM)

Offered to foreign students

Of all faculties

Learning outcomes of the course unit

The course is focused on development of understanding of services in current society and on organizations whose core product is service (e.g. banks, hotels, hospitals) and on organizations which provide services as a complement of their tangible products (accompanying services).

Prerequisites

Basic knowledge of marketing is recommended.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The lecturers describing the main principles, methodology and problems are the main part of teaching methods. Seminars mostly support practical understanding of the discussed topics from the lectures.

Assesment methods and criteria linked to learning outcomes

During the semester, students will be doing a number of in-class activities involving the application of services concepts. In addition, students will prepare individual project, team project and write final exam.

Active participation in in-class activities and other activity-related discussions during class will play a significant role in determining class participation grades.

V případě individuálního studijního plánu student zpracuje projekt na základě konzultace s garantem předmětu.

Course curriculum

1. Importance of Services. Service Classification.
2. Characteristics of services. 7 Ps of the ‘Services Marketing Mix’.
3. 7 Ps of the ‘Services Marketing Mix’- Product.
4. 7 Ps of the ‘Services Marketing Mix’- Price. Place.
5. 7 Ps of the ‘Services Marketing Mix’– Promotion.
6. 7 Ps of the ‘Services Marketing Mix’– People, Process and Physical Evidence.
7. Managing of service quality. Customer loyalty. Service blueprinting.
8. Servitization. Services in industry.
9. Service development and its implementation.
10. Successful service companies.
11. On-line services.
12. Social media in service management.
13. Trends in service management.

Work placements

Not applicable.

Aims

The objective of this course is to prepare students to understand the unique challenges involved in management and marketing of service and its implications for business.

Specification of controlled education, way of implementation and compensation for absences

Class participation grades will be based on each student's contribution to the class. Students have to prepare two projects (individual and team) and then to pass final exam.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

Lovelock, Christopher, Paul G. Patterson, and Jochen Wirtz. Services Marketing. Pearson Australia, 2014. (EN)
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill. (EN)

Recommended reading

Baines, T., & Lightfoot, H. (2013). Made to serve: how manufacturers can compete through servitization and product service systems. John Wiley & Sons. (EN)
Fischer, T., Gebauer, H., & Fleisch, E. (2012). Service business development: strategies for value creation in manufacturing firms. Cambridge University Press. (EN)
Lay, G. (Ed.). (2014). Servitization in Industry. Springer. (EN)

Elearning

eLearning: currently opened course

Classification of course in study plans

  • Programme BAK-E Bachelor's

    branch BAK-ESBD , 2 year of study, summer semester, compulsory

  • Programme BAK-ESBD Bachelor's 2 year of study, summer semester, compulsory

  • Programme BAK-Z Bachelor's

    branch BAK-Z , 1 year of study, summer semester, elective

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

The course is taught through lectures explaining the basic principles and theory of the discipline. Seminars are focused on practical topics presented in lectures.

Exercise

13 hod., optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

Seminars are focused on practical topics presented in lectures.

E-learning texts

Kanovska. Service Management. 2017
IGA Service Management.docx 10.6 MB
IGA Service Management.docx 10.6 MB

Elearning

eLearning: currently opened course