Management of Services

Zkratka předmětu KRM/MS
Název předmětu Management of Services
Akademický rok 2019/2020
Pracoviště / Zkratka KRM/MS
Název Management of Services
Akreditováno/Kredity Ano/4
Rozsah hodin Přednáška 2 HOD/TYD Cvičení 1 HOD/TYD
Vyučovací jazyk angličtina
Nahrazovaný předmět KSR/MS
Vyloučené předměty KRM/CRS1, KRM/KRS, KRM/QRSA, KRM/RS, KRM/RSA, KRM/RS1, 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 (business plan, marketing concept design of service company, project documentation for the use of subsidy, etc. use of SERVQUAL method)
Examination requirements:
During the test, students demonstrate knowledge of business management services.


Obsah

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.
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. 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

Základní znalosti předmětů Management, Marketing.

Získané způsobilosti

The students understand the basic principles of corporate management. They are able to create the project offer of services, to develop the project, to prepare business plans and calculate them.

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
  • null
  • PALMER, Adrian. Principles of services marketing. Maidenhead, 2011. ISBN 978-0-07-712951-4.
  • ŠKODOVÁ PARMOVÁ, D. Evaluation of state oprated business services in chosen transitional economies in accordance to their competitiveness. České Budějovice: EF JU., 2011. ISBN 978-80-7394-335-6.
  • Škodová Parmová, D. Konkurenceschopnost a služby pro podnikatele. Praha, 2012. ISBN 978-80-87197-46-2.
  • Vaštíková, M. Marketing služeb: efektivně a moderně. Praha, 2014. ISBN 978-80-247-5037-8.
  • Palmer, A. Principles of services marketing (Sixth edition). Maidenhead: McGraw-Hill Companies, 2011.
  • Johnston, R., Clark, G., & Shulver, M. (2012). Service operations management: improving service delivery (4th ed.). Harlow: Pearson.
  • Johnston, R., Clark, G., & Shulver, M. Service operations management: improving service delivery (4th ed.). Harlow, 2012. ISBN 978-0-273-74048-3.
Vyučovací metody

Monologická (výklad, přednáška, instruktáž), Dialogická (diskuze, rozhovor, brainstorming)

Hodnotící metody

Analýza výkonů studenta, Kombinovaná zkouška, Test

Stáhnout jako PDF