Předmět Marketing Strategy in Service Business (PV216)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu PV216 - Marketing Strategy in Service Business, Fakulta informatiky, Masarykova univerzita (MU).

Materiál	Typ	Datum	Počet stažení

Cíl

The course will introduce a 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 from domain of information technologies.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 processes from the project management point of view.

Osnova

Service-oriented economy paradigmUnderstanding service, markets, products and customersBuilding the service modelCooperation with customersPromoting the Value PropositionPositioning services in marketsBlue Ocean StrategyService environmentManaging people for Service environmentWin-win strategies

Literatura

Gummesson, E. (2008), Total Relationship Marketing, III. ed., Butterworth-Heinemann, BurlingtonDemirkan, H., Spohrer, J., Krishna, V. (eds) (2011), The Science of Service Systems, Springer, New YorkLusch, R. F., Vargo, S. L. (eds) (2006), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. Armonk, ME Sharpe

Požadavky

No pre-requisities are compulsory. It is recomended to have earned credits in SSME obligatory subjects.

Garant

doc. RNDr. Eva Hladká, Ph.D.

Vyučující

Luca Carrubbo, Ph.D.Mgr. Jitka KitnerIng. Leonard Walletzký, Ph.D.