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).
- 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 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.