PV240 Introduction to service marketing

Faculty of Informatics
Autumn 2021
Extent and Intensity
2/0/0. 3 credit(s) (plus extra credits for completion). Recommended Type of Completion: zk (examination). Other types of completion: k (colloquium).
Taught in person.
doc. Mouzhi Ge, Ph.D. (lecturer)
Ing. Leonard Walletzký, Ph.D. (lecturer)
Mgr. Zuzana Schwarzová (assistant)
Guaranteed by
Ing. Leonard Walletzký, Ph.D.
Department of Computer Systems and Communications - Faculty of Informatics
Supplier department: Department of Computer Systems and Communications - Faculty of Informatics
Mon 13. 9. to Mon 6. 12. Mon 16:00–17:50 A318
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
there are 32 fields of study the course is directly associated with, display
Course objectives
To give a comprehensive overview of the concept and content of service marketing. To develop a unified, primary knowledge required for university studies. During the course of the semester students will familiarize themselves with complex service marketing tools, their potential application and limitations. The course explains the role and the importance of the empirical data for forecasting desires and demands of consumers. Students will get insight into the practical gathering of information and their interpretation: the course leads the students through the process which starts with the formulation of the research question, continues with the collection and processing of data, and ends with the summary and evaluation of results.
Learning outcomes
Student will understand:
- how to design the marketing strategy
- basic concepts of maketing mix
- how to plan, realize and analyze the marketing survey - the ways of unusual ways of the marketing (guerilla marketing, niche marketing)
  • 1. Basic principles and meanings of marketing (dotace 2/0)
  • 2. Marketing management (dotace 2/0)
    Marketing management
    Marketing strategies
    Marketing plan
  • 3. Marketing environment and portfolio analysis (dotace 2/0)
  • 4. Marketing information system (dotace 6/0)
    Marketing research problem
    Collecting data techniques and data processing
    Sampling and units of marketing research
  • 5. Marketing decisions (dotace 4/0)
    Consumer behaviour
  • 6. Marketing mix (dotace 6/0)
  • 7. Service marketing (dotace 2/0)
    recommended literature
  • FORET, Miroslav. Marketing pro začátečníky. 3. aktualizované vydání, Brno: EDIKA, 2012, 184 s. ISBN 978-80-266-0006-0
  • FORET, M. Marketing pro začátečníky. 3. aktualizované vydání, Brno: EDIKA, 2012, 184 s. ISBN 978-80-266-0006-0
  • FORET, M. Marketingový průzkum – Poznáváme svoje zákazníky. 2. aktualizované vydání, BizBooks, Brno 2012, 116 s., ISBN 978- 80 - 265 - 0038 – 4
  • FORET, Miroslav. Marketing pro začátečníky. Vyd. 1. Brno: Computer Press, 2008. viii, 152. ISBN 9788025119426. info
  • FORET, Miroslav, Petr PROCHÁZKA and Tomáš URBÁNEK. Marketing : základy a principy. Vyd. 2. Brno: Computer Press, 2005. vi, 149. ISBN 8025107906. info
  • FORET, Miroslav and Jana STÁVKOVÁ. Marketingový výzkum : jak poznávat své zákazníky. 1. vyd. Praha: Grada, 2003. 159 s. ISBN 8024703858. info
    not specified
  • FORET, M. Marketing research. 1. vyd. Brno: Mendelova univerzita v Brně, 2012. 72 s. ISBN 978-80-7375-592-8.
Teaching methods
Students obtain credits based on the appraisal of their individual courseworks, group discussions, and testing. Final test consists of written test or oral presentation
Assessment methods
Lectures, individual written seminar work, discussions, and individual tests.
Language of instruction
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2022.
  • Enrolment Statistics (Autumn 2021, recent)
  • Permalink: https://is.muni.cz/course/fi/autumn2021/PV240