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Service Marketing
Major: Marketing
Code of Subject: 6.075.00.O.85
Credits: 3
Department: Marketing and Logistics
Lecturer: Nadiia M. Vasyltsiv, PhD, Associate Professor of Economics
Semester: 6 семестр
Mode of Study: заочна
Learning outcomes:
As the studies results, student has:
- know: the basic concepts of marketing of services, valuation models, and consumer behavior, classification, design, service quality standards, schemes demand management in service marketing, features of marketing communications in the services sector.
- to be able to: conduct market research services, analyze the research results, to develop a marketing strategy of enterprise development services, engineering services; to adopt a marketing approach in working with staff and consumers of services.
- know: the basic concepts of marketing of services, valuation models, and consumer behavior, classification, design, service quality standards, schemes demand management in service marketing, features of marketing communications in the services sector.
- to be able to: conduct market research services, analyze the research results, to develop a marketing strategy of enterprise development services, engineering services; to adopt a marketing approach in working with staff and consumers of services.
Required prior and related subjects:
- рrerequisites: Marketing, Marketing research, Infrastructure of the commodity market.
- сo-requisites: Marketing product policy, Marketing pricing, Marketing communication.
- сo-requisites: Marketing product policy, Marketing pricing, Marketing communication.
Summary of the subject:
Principles of marketing services, services, basic concepts. Consumers, basic valuation models and consumer behavior. Services, classification, concept, design, quality standards, staff contact. The research activities of the enterprise services marketing strategy. Marketing aspects of pricing in the market. Marketing policy promotion of services, distribution channel management services. Organizational support of marketing activities in enterprises services. Evaluation of the effectiveness of marketing activities. Demand management in service marketing, features of marketing communications in the services sector. Marketing management services.
Recommended Books:
1. Goncharov SM Marketing Workshop: Textbook. way. / SM Goncharov, NB Kushnir. - Київ: ЦУЛ, 2012. - 206 с.
2. Grenroos, K. Marketing and management services / K. Grenroos. - M .: Progress, 2008. - 179 p.
3. Davydova OY Management of product quality and services in the hotel and restaurant industry: textbook. way. РМОіНУ / О.Ю. Давидова, І.М. Pisarevsky, RS Ladyzhenskaya. - Kharkiv: KNAMG, 2012. - 481 p.
4. Dema DI Insurance services: textbook. way. / DI Dema, OM Vilenchuk, IV Demyanyuk; for general ed. DI Demi. - 2nd ed., Reworked. and add. - К.: Алерта, 2013. - 526 с.
5. Diyanova SN Marketing of the service sector: textbook / S.N. Диянова, А.Е. Штезель. - К.: Кондор, 2016. - 192с.
6. Dibrova TG Marketing policy of communications: strategies, domestic practice. Tutorial. / TG Dibrova. - K .: Publishing House "Professional" 2009. - 320p.
7. Жегус О.Г. Marketing services: teaching method. manual / OG Жегус, О.Р. Frost; Hark. state University of Food and Trade. - Kharkiv: KhDUHT, 2008. - 115 p.
8. Ivanova LO Marketing of services: a textbook / LO Ivanova, BB Semak, OM Vovchanska. - Lviv: Lviv University of Trade and Economics Publishing House, 2018. - 508 p.
9. Litovchenko IL Internet marketing. Textbook - K .: Center for Educational Literature, 2011. - 332 p.
10. Malchenko VM Marketing services: Textbook. way. / VM Malchenko - K .: KNEU, 2006. - 360 p.
2. Grenroos, K. Marketing and management services / K. Grenroos. - M .: Progress, 2008. - 179 p.
3. Davydova OY Management of product quality and services in the hotel and restaurant industry: textbook. way. РМОіНУ / О.Ю. Давидова, І.М. Pisarevsky, RS Ladyzhenskaya. - Kharkiv: KNAMG, 2012. - 481 p.
4. Dema DI Insurance services: textbook. way. / DI Dema, OM Vilenchuk, IV Demyanyuk; for general ed. DI Demi. - 2nd ed., Reworked. and add. - К.: Алерта, 2013. - 526 с.
5. Diyanova SN Marketing of the service sector: textbook / S.N. Диянова, А.Е. Штезель. - К.: Кондор, 2016. - 192с.
6. Dibrova TG Marketing policy of communications: strategies, domestic practice. Tutorial. / TG Dibrova. - K .: Publishing House "Professional" 2009. - 320p.
7. Жегус О.Г. Marketing services: teaching method. manual / OG Жегус, О.Р. Frost; Hark. state University of Food and Trade. - Kharkiv: KhDUHT, 2008. - 115 p.
8. Ivanova LO Marketing of services: a textbook / LO Ivanova, BB Semak, OM Vovchanska. - Lviv: Lviv University of Trade and Economics Publishing House, 2018. - 508 p.
9. Litovchenko IL Internet marketing. Textbook - K .: Center for Educational Literature, 2011. - 332 p.
10. Malchenko VM Marketing services: Textbook. way. / VM Malchenko - K .: KNEU, 2006. - 360 p.
Assessment methods and criteria:
- current control (50%): work on practical classes, oral questioning.
- final control (50%,): semester control
- final control (50%,): semester control