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).
- 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.