Overview
Aims
The main objective of the course is to familiarize students with concepts of external marketing, internal marketing, interactive marketing services firm, etc.
The course focuses also on clarifying the content services market and especially the service consumer behavior.
Knowledge, understanding concepts, theories and methods of marketing basic services and area of specialization; their appropriate use in professional communication marketing
Use the knowledge base for explanation and interpretation of various types of concepts, situations, processes, projects, etc. domain associated services marketing
Applying the basic principles and methods for solving problems / situations well defined conditions typical domain expert assistance
Course contents
1. Introduction to services marketing
2. Marketing environment of the service company
3. Specificity marketing services
4. Particularities of quality in services
5. Market of the service company
6. Marketing policies in services
7. Product policy
8. Distribution policy
9. Price policy
10. Communication policy
11. Financial banking marketing
12. Marketing in transport
13. Personnel management in services
Learning outcomes
According to the requirements of the labor market, the course will provide students the opportunities and skills to do a comparison between products and services; Use of basic knowledge for explaining and interpreting concepts, situations, processes, associated with the field of services marketing; to analyze the elements of the marketing mix in services
Assessment
Written test examination - 60%, Verification during the semester (project) - 40%.