Předmět Management of Services (KRM / YMS)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu KRM / YMS - Management of Services, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích (JU).

Materiál	Typ	Datum	Počet stažení

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 accordingto 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 mixof services, resources, analysis, life cycle services, the importance of brand development of new services - the reasonsand 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, thevalue of customer service, costing, price elasticity, pricing tactics (species).8. Communication policy: the role of verbal advertising, instruments mix of classical communication, communicationstrategies, tools of modern communication (direct marketing, Internet); Budgeting communication mix.9. Customer Relationship Management - history, philosophy, system and contemporary significance10. 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 physicaldistribution 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 localgovernments) - in terms of both service providers and clients

Získané způsobilosti

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

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.

Požadavky

Credit Requirements:Seminar paper and its presentationExamination Requirements:

Garant

doc. Dr. Ing. Dagmar Škodová Parmová

Vyučující

doc. Dr. Ing. Dagmar Škodová Parmovádoc. Dr. Ing. Dagmar Škodová Parmová