Objectives and competences
In this course students are systematically trained in understanding the status of services in society and understanding market trends in services sector. Students acquire analytical approach to analysis of service development processes, their marketing as well as service performance and are able to critically evaluate it from the customer perspective.
Students will have skills of using integrated knowledge to create, plan and implement services marketing activities.
Content (Syllabus outline)
1 SERVICES STATUS IN THE ECONOMY AND SOCIETY
- introduction
- definition of service industries
- service society
- importance of services in inter/national economy
- the reasons for changing status of services
- trends
2 THE CONCEPT OF SERVICE COMPONENTS IN PRODUCTs
- definition of products
- definition of services (service components)
- clasification of services
- characteristics of services components
3 MARKETING MIX
- product (service) in marketing
- people (contact personell)
- ambient and physical evidence
- prices
- marketing communication
- marketing channels
4 MARKETING MANAGEMENT OF SERVICES
- activities
- marketing information system
- planning
- organization
- recruitment and training
- motivation and rewarding
- implementation
- evaluation
5 SERVICE DIGITALIZATION
Learning and teaching methods
- ex-catedra lecturing,
- interactive lecturing,
- case studies,
- seminar projects,
- field work,
- team work.
Intended learning outcomes - knowledge and understanding
Student in this course:
1. Upgrade existing knowledge in the field of marketing with specific knowledge in the field of service marketing and is able to connect it with other areas of marketing meaningfully.
2. Understands and knows how to apply specific theories of service marketing (e.g. Servicescape model, servunction model, etc.) (PILO 2a)
3. Knows and understands a wide range of methods and techniques useful for his work, especially in analyzing existing data and obtaining primary data relevant to service marketing. (PILO 1a, PILO 2a)
4. Can critically synthesize information obtained from various sources in a way that can be innovative and see the useful value of knowledge or processes from the point of view of marketing services and practice. (PILO 1a)
5. Mastered the knowledge of service marketing, which enables him to critically assess research, knowledge, and methodological approaches and justify different approaches in the research field of service marketing. (PILO 1a)
6. Based on theoretical knowledge, demonstrates independence and originality in solving practical problems in the field of service marketing. (PILO 1a)
7. Understands and can make ethical decisions in the field of service marketing (e.g. the field of unfair prices, misleading advertising, etc.) (PILO 4a)
8. Understands the importance of digitization of services, automation, robotization and the use of artificial intelligence, which he can use with critical judgment.
9. Understands and knows how to apply the principles of sustainable marketing of services in such a way as to be able to adequately include aspects of socially responsible, ethical, and sustainable activities and behavior in marketing strategies, which, in addition to the needs of customers, also takes into account the needs of wider society and the environment. (PILO 4b)
10. Is able to work independently and in a group, as a leader or as a member, and has developed appropriate communication skills that enable him to present the results of his work effectively. (PILO 3b, PILO 3c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Intended learning outcomes - transferable/key skills and other attributes
Student in this course:
1. Upgrade existing knowledge in the field of marketing with specific knowledge in the field of service marketing and is able to connect it with other areas of marketing meaningfully.
2. Understands and knows how to apply specific theories of service marketing (e.g. Servicescape model, servunction model, etc.) (PILO 2a)
3. Knows and understands a wide range of methods and techniques useful for his work, especially in analyzing existing data and obtaining primary data relevant to service marketing. (PILO 1a, PILO 2a)
4. Can critically synthesize information obtained from various sources in a way that can be innovative and see the useful value of knowledge or processes from the point of view of marketing services and practice. (PILO 1a)
5. Mastered the knowledge of service marketing, which enables him to critically assess research, knowledge, and methodological approaches and justify different approaches in the research field of service marketing. (PILO 1a)
6. Based on theoretical knowledge, demonstrates independence and originality in solving practical problems in the field of service marketing. (PILO 1a)
7. Understands and can make ethical decisions in the field of service marketing (e.g. the field of unfair prices, misleading advertising, etc.) (PILO 4a)
8. Understands the importance of digitization of services, automation, robotization and the use of artificial intelligence, which he can use with critical judgment.
9. Understands and knows how to apply the principles of sustainable marketing of services in such a way as to be able to adequately include aspects of socially responsible, ethical, and sustainable activities and behavior in marketing strategies, which, in addition to the needs of customers, also takes into account the needs of wider society and the environment. (PILO 4b)
10. Is able to work independently and in a group, as a leader or as a member, and has developed appropriate communication skills that enable him to present the results of his work effectively. (PILO 3b, PILO 3c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Readings
Obvezna:
Wirtz, J. and Lovelock, C. H., 2022. Services Marketing: people, technology, strategies. Hackensack (NJ): World Scientific
Dodatna:
Grönroos, Christian. 2007 (ali novejša). Service Management and Marketing: Customer Management in Service Competition
Bateson, J. E.G., Douglas Hoffman, K.. 2016. Managing Services Marketing - Tekst and Readings. Fort Worth: The Dryden Press.
Prerequisits
No requirements
Additional information on implementation and assessment - written exam or two midterm tests,
- ongoing team homework
Written exam or two midterm tests - a written exam or two midterm tests covering all major topics. Students must achieve 56% of all points to pass.
Ongoing team homework - shorter tasks that can be solved within one meeting in the classroom or within one week.
