PV228 Services Marketing with a Flavour of ICT

Faculty of Informatics
Autumn 2009
Extent and Intensity
2/0/0. 2 credit(s) (plus extra credits for completion). Recommended Type of Completion: k (colloquium). Other types of completion: z (credit).
Teacher(s)
Joao Bernardo Falcao e Cunha, M.Sc., Ph.D. (lecturer), RNDr. Zdenko Staníček, Ph.D. (deputy)
Guaranteed by
prof. RNDr. Václav Matyáš, M.Sc., Ph.D.
Department of Computer Systems and Communications – Faculty of Informatics
Timetable
Thu 3. 12. 18:00–19:50 C525, Fri 4. 12. 14:00–17:50 C525, Mon 7. 12. 8:00–13:50 C511, Tue 8. 12. 14:00–15:50 B204, Wed 9. 12. 8:00–9:50 C416, 12:00–13:50 C416, Thu 10. 12. 18:00–19:50 C525, Fri 11. 12. 14:00–17:50 C525
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The “Services Marketing with a flavour of ICT” lectures aim to provide the students with essential knowledge about services marketing, with a particular emphasis on the impact of information and communication technologies on the associated business processes. Relevant disciplines currently required for excellent approaches to services marketing are for instance requirements engineering, human computer interaction, and social networks, respectively relying on a good understanding of Formal Methods, Psychology and Sociology.
Syllabus
  • Introduction to Services Marketing: Definitions, Differences to Product Marketing, Classification of Services, The Services Marketing Mix, The Service Dominant Logic;
  • Technology Based Services: Empowering Employees with ITC, Empowering Customers with ITC, Enabling the interactive experience, Service co-creation, The Internet, Mobile devices;
  • The Interactive Service Experience: Conceiving, Designing, Implementing and Operating, Service blueprinting and UML, Service settings, Frontstage and backstage, The customer mix, The channel or interface mix;
  • Pricing and Promoting Services: Service cost, value and price, Advertising, personal selling, publicity, public relations, and sales promotion;
  • Ensuring Customer Satisfaction with Services: Loyalty through service quality, Service recovery, CRM, Research methods
Literature
  • J. Scott Armstrong: Checklist for Writing Management Reports, The Wharton School, University of Pennsylvania, October 2003.
  •  Raymond P. Fisk, Stephen J. Grove, and Joby John: Interactive Services Marketing, 3rd Edition, 2008
  •  Parasuraman: Technology Readiness Index (TRI) – A Multiple-Item Scale to Measure Readiness to Embrace New Technologies, Journal of Service Research, 2 (4), 2000, 307 320
  •  Stephen L. Vargo, Melissa Archpru Akaka: Service-Dominant Logic as a Foundation for Service Science: Clarifications, Service Science 1(1), 2009, 32-41
  •  M. E. Porter: Strategy and the Internet, Harvard Business Review, March 2001, 62-78.
  •  Donald A. Norman: The Invisible Computer, 3rd printing, 1999
  • J. Scott Armstrong: Checklist for Making Oral Presentations, The Wharton School, University of Pennsylvania, November 2003
Teaching methods
lectures, class discussion, group projects, presentations, reading
Assessment methods
Student evaluation will involve group project and short individual discussion.
Language of instruction
English
Further Comments
The course is taught only once.
  • Enrolment Statistics (recent)
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