English

Not applicable.

Of all faculties

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.

Basic knowledge of marketing is recommended.

Not applicable.

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.

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.

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.

Not applicable.

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.

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.

Not applicable.

Not applicable.

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)

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)