FI:PV216 Marketing Strategy in Service - Course Information
PV216 Marketing Strategy in Service BusinessFaculty of Informatics
- Extent and Intensity
- 1/1/1. 3 credit(s) (plus extra credits for completion). Type of Completion: zk (examination).
- Mgr. Bc. Petra Komárková (lecturer)
- Guaranteed by
- prof. RNDr. Václav Matyáš, M.Sc., Ph.D.
Department of Computer Systems and Communications - Faculty of Informatics
Contact Person: RNDr. Zdenko Staníček, Ph.D.
- Wed 8:00–9:50 B011
- No pre-requisities are compulsory. It is recomended to have earned credits in SSME obligatory subjects.
- 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 36 fields of study the course is directly associated with, display
- Course objectives
- The course will introduce a concept of the shift to the service-oriented economy paradigm. The stress of seminars will be laid on practical team work and case studies analysis from domain of information technologies.
At the end of the course students should be able:
to understand marketing strategies of business organizations;
to understand marketing strategies within the scope of new service paradigm;
to manage marketing strategies processes from the project management point of view.
- Service-oriented economy paradigm
- Understanding service, markets, products and customers
- Building the service model
- Cooperation with customers
- Promoting the Value Proposition
- Positioning services in markets
- Blue Ocean Strategy
- Service environment
- Managing people for Service environment
- Win-win strategies
- Lovelock, Ch., Wirtz, J.: Services Marketing: People, Technology, Strategy. Pearson Prentice Hall. 2007. ISBN 0-13-205676-3.
- W. Chan Kim, R. Mauborgne: Blue Ocean Strategy. Harvard Business School Press, 2005
- Teaching methods
- lectures, presentations by professionals in the domain, homeworks
- Assessment methods
- A seminar work is required to the exam. Oral examination.
- Language of instruction
- Further Comments
- Study Materials
The course is taught annually.