PV216 Marketing Strategy in Service Business

Faculty of Informatics
Spring 2018
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)
Debora Sarno, Eng., PhD (lecturer)
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 19. 4. 15:00–17:50 A217, Fri 20. 4. 9:00–11:50 D1, 13:00–14:50 D3, Mon 23. 4. 9:00–12:50 D1, 16:00–17:50 D1, Tue 24. 4. 8:00–9:50 D3, 10:00–11:50 D1, 16:00–17:50 D1, Wed 25. 4. 9:00–12:50 D1
No pre-requisite. It is recommended 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 deals with the shift in perspective of the service-oriented economy paradigm and the focus on systems.
At the end of the course students should be able to:
- understand marketing strategies of business organizations;
- understand marketing strategies within the scope of new service paradigm;
- manage marketing strategies processes from the project management point of view.
  • 0. Services and Services Marketing
  • 1. Service and Service Dominant Logic
  • 2. Marketing Planning process
  • 3. Dealing with Strategy: analyse the case of Dr. Reddy’s Laboratory
  • 4. Complexity in Service
  • 5. Systems Thinking
  • 6. Viable Systems Approach
  • 7. Dealing with Marketing in Service: develop a Marketing Plan
  • LUSCH, Robert F. and Stephen L. VARGO. Service-dominant logic : premises, perspectives, possibilities. 1st ed. Cambridge: Cambridge University Press, 2014. xxvi, 225. ISBN 9780521124324. info
  • Supplementary materials: Barile, S., Saviano, M.L. (2010). A New Perspective of Systems Complexity in Service Science. In Polese F. & von Friedrichs Y. (eds.) – Special Issue of the Journal Impresa, Ambiente, Management. 4 (3): 375-343.
  • Barile S., Pels J., Polese F. and Saviano M. (2012). An Introduction to the Viable Systems Approach and its Contribution to Marketing. J Bus Mark Manag (2012) 2: 54–78.
Teaching methods
lectures, class discussion, group projects
Assessment methods
1. analysis of a case study on strategy and marketing strategy (oral and written) --> max 33 points
2. development of a marketing plan (oral and written) --> max 33 points
3. multiple choice test --> max 34 points
To pass the exam, the student must reach the score of at least 51 points.
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 2016, Spring 2017, Spring 2019, Spring 2020, Spring 2021.
  • Enrolment Statistics (Spring 2018, recent)
  • Permalink: https://is.muni.cz/course/fi/spring2018/PV216