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)
Ing. Leonard Walletzký, Ph.D. (assistant)
- 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
- Fri 8. 3. 12:00–15:50 A318, Mon 11. 3. 16:00–18:50 D3, Tue 12. 3. 8:00–11:50 A217, 14:00–15:50 A318, Wed 13. 3. 14:00–16:50 D3, Thu 14. 3. 14:00–15:50 A217, 16:00–17:50 D1, Mon 18. 3. 18:00–19:50 A318, Tue 19. 3. 14:00–15:50 A318
- 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 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
- The course can also be completed outside the examination period.
The course is taught annually.
- Enrolment Statistics (recent)
- Permalink: https://is.muni.cz/course/fi/spring2019/PV216