PV216 Marketing Strategy in Service Business

Faculty of Informatics
Spring 2014
Extent and Intensity
1/1/1. 3 credit(s) (plus extra credits for completion). Type of Completion: zk (examination).
prof. Roberto Bruni, Ph.D. (lecturer), Mgr. Jitka Kitner (deputy)
Ing. Leonard Walletzký, Ph.D. (lecturer)
Guaranteed by
doc. RNDr. Vlastislav Dohnal, Ph.D.
Department of Computer Systems and Communications - Faculty of Informatics
Supplier department: Department of Computer Systems and Communications - Faculty of Informatics
Mon 26. 5. 13:00–17:00 G126, Wed 28. 5. 13:00–17:00 G126, Thu 29. 5. 13:00–17:00 G126, Mon 2. 6. 13:00–17:00 G126, Tue 3. 6. 13:00–17:00 G126, Wed 4. 6. 13:00–17:00 G126
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 32 fields of study the course is directly associated with, display
Course objectives
The course will introduce the principles of marketing and the 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. 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 that create value in the companies.
  • Principles of marketing (Business management, Competitive advantage, Markets and marketing, Marketing strategies and 4Ps)
  • Service-oriented new economy paradigm (Service, systems and co-creation)
  • Service Systems and the emerging concept of smart (or viable) (features of design, management, enhancement, adaptation)
  • Building the service model (Conceptual evolutions)
  • Positioning services in markets (service innovation and quality management)
  • Promoting value proposition (Value co-creation)
  • Gummesson, E. (2008), Total Relationship Marketing, III ed., Butterworth-Heinemann, Burlington;
  • Kotler P., Armstrong G., (2012), Principles of Marketing, 14/E, Prentice Hall
  • Lusch, R. F., Vargo, S. L. (eds) (2006), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. Armonk, ME Sharpe
  • KOTLER, Philip. Principles of Marketing. 4th European ed. Harlow: Prentice-Hall, 2005. xxxiv, 954. ISBN 0273684566. info
Teaching methods
lectures, presentations and homeworks
Assessment methods
A seminar work is required to the exam. A written examination will be took in place.
Language of instruction
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
The course is also listed under the following terms Spring 2010, Spring 2012, Spring 2013, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021.
  • Enrolment Statistics (Spring 2014, recent)
  • Permalink: https://is.muni.cz/course/fi/spring2014/PV216