The course is offered to students of any study field.
To give a comprehensive overview of the concept and content of service marketing. To develop a unified, primary knowledge required for university studies. During the course of the semester students will familiarize themselves with complex service marketing tools, their potential application and limitations. The course explains the role and the importance of the empirical data for forecasting desires and demands of consumers. Students will get insight into the practical gathering of information and their interpretation: the course leads the students through the process which starts with the formulation of the research question, continues with the collection and processing of data, and ends with the summary and evaluation of results.
1. Basic principles and meanings of marketing (dotace 2/0)