PV216 Marketing Strategy in Service Business

Faculty of Informatics
Spring 2016
Extent and Intensity
1/1/1. 3 credit(s) (plus extra credits for completion). Type of Completion: zk (examination).
Luca Carrubbo, Ph.D. (lecturer), Mgr. Jitka Kitner (deputy)
Ing. Leonard Walletzký, Ph.D. (assistant)
Guaranteed by
doc. RNDr. Eva Hladká, Ph.D.
Department of Computer Systems and Communications - Faculty of Informatics
Supplier department: Department of Computer Systems and Communications - Faculty of Informatics
Thu 31. 3. 10:00–14:00 B517, Mon 4. 4. 16:00–19:50 B204, Tue 5. 4. 16:00–19:50 D2, Wed 6. 4. 12:00–15:50 D3, Thu 7. 4. 14:00–18:00 B517, Mon 11. 4. 12:00–15:50 A217
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 33 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
  • Gummesson, E. (2008), Total Relationship Marketing, III. ed., Butterworth-Heinemann, Burlington
  • Demirkan, H., Spohrer, J., Krishna, V. (eds) (2011), The Science of Service Systems, Springer, New York
  • Lusch, R. F., Vargo, S. L. (eds) (2006), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. Armonk, ME Sharpe
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 2014, Spring 2015, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021.
  • Enrolment Statistics (Spring 2016, recent)
  • Permalink: https://is.muni.cz/course/fi/spring2016/PV216