Management of Services

Zkratka předmětu KRM/YMS
Název předmětu Management of Services
Akademický rok 2017/2018
Pracoviště / Zkratka KRM/YMS
Název Management of Services
Akreditováno/Kredity Ano/4
Rozsah hodin Přednáška 2 HOD/TYD Cvičení 1 HOD/TYD
Vyučovací jazyk angličtina
Nahrazovaný předmět KSR/YMS
Vyloučené předměty KRM/KRS, KRM/QRSA, KRM/RS, KRM/RSA, KSR/KRS, KSR/QRSA, KSR/RS, KSR/RSA
Podmiňující
Způsob zakončení Zkouška
Forma zakončení Kombinovaná
Zápočet před zkouškou Ano
Vyučovaný semestr ZimníLetní
Cíle předmětu (anotace)

The aim is to teach students not only to differentiate management approaches in companies producing tangible goods
and service companies, but also understand the importance of services in modern society, to give students the basic skills
of managers of enterprises engaged in services and companies that provide services only like a supplement to its main
offer of material products. An integral part of teaching is the student's own work on management and marketing project
in the service companies.

Požadavky na studenta

Credit Requirements:
Seminar paper and its presentation

Examination Requirements:

Obsah

The main topics of lectures:
1. The importance of services in modern society. The definition, characteristics and types of services.
2. Business in services - market research, concept formation, Porter five forces model, the structure of services according
to Kaspar, the concept of entrepreneurship in the service, the function.
3. Leadership and Human Resources Management + model of flexible firms.
4. Managing of supply and demand. Queuing theory. Inventory demand.
5. The fifth P in the service - PEOPLE - the role of employees, customers and markets reference + internal marketing.
6. Product policy: a model of basic services and peripheral products, range of services, auditing product, the optimal mix
of services, resources, analysis, life cycle services, the importance of brand development of new services - the reasons
and types of procedure, the withdrawal of services from the market.
7. Pricing policy: influences on the prices of services - an opportunity cost of the customer, government intervention,
accreditation, service features, no essentiality of mainly market services, classification services for pricing purposes,
types of pricing according to the classical factors - costs, competition, demand, cutting costs and specifics services, the
value of customer service, costing, price elasticity, pricing tactics (species).
8. Communication policy: the role of verbal advertising, instruments mix of classical communication, communication
strategies, tools of modern communication (direct marketing, Internet); Budgeting communication mix.
9. Customer Relationship Management - history, philosophy, system and contemporary significance
10. Distribution Services: flexibility of production and consumption, flexibility, customer segmentation, location models,
the role of intermediaries (types, features, advantages and disadvantages, selection, principles of management of physical
distribution of material elements, information technology in the service.
11. Business advice: characteristics, development stages (types and activities in the division stages).
12. - 14. Specifics of the various services sectors (banking, insurance, tourism, public services and state and local
governments) - in terms of both service providers and clients

Předpoklady - další informace k podmíněnosti studia předmětu

General knowldge

Získané způsobilosti

The aim is to teach students not only to differentiate management approaches in companies producing tangible goods
and service companies, but also understand the importance of services in modern society, to give students the basic skills
of managers of enterprises engaged in services and companies that provide services only like a supplement to its main
offer of material products. An integral part of teaching is the student's own work on management and marketing project
in the service companies.

Garanti a vyučující
  • Garanti: doc. Dr. Ing. Dagmar Škodová Parmová
  • Přednášející: doc. Dr. Ing. Dagmar Škodová Parmová
  • Cvičící: doc. Dr. Ing. Dagmar Škodová Parmová
Literatura
  • KOTLER, P., BOWEN, J. T., & MAKENS, J. Marketing for Hospitality & Tourism (5th ed.). Boston: Pearson., 2010.
  • Kotler, P., Bowen, J. T., Malena, J. C. Marketing for Hospitality and Tourism. Prentice Hall, 2009. ISBN 0 978-0-13504559-.
  • Middleton, T.C., Fyall, A., Morgan, M. Marketing in travel and tourism. Oxford : Elsevier, 2009.
  • MIDDLETON, V. T. C. & CLARKE, J. R. R. Marketing in Travel and Tourism (3rd ed.). Oxford: Elsevier Butterworth - Heinemman., 2001.
Vyučovací metody

Dialogická (diskuze, rozhovor, brainstorming)

Hodnotící metody

Kombinovaná zkouška

Stáhnout jako PDF

MENU