Services Marketing (CIVICA Engage course)
Informacje ogólne
Kod przedmiotu: | 13040C-D |
Kod Erasmus / ISCED: |
04.7
|
Nazwa przedmiotu: | Services Marketing (CIVICA Engage course) |
Jednostka: | Szkoła Główna Handlowa w Warszawie |
Grupy: |
Courses for MAN - bachelors Elective courses for MAN - bachelors Przedmioty kierunkowe do wyboru SLLD-ZAR |
Punkty ECTS i inne: |
3.00 (zmienne w czasie)
|
Język prowadzenia: | polski |
Efekty uczenia się: |
Wiedza: 1. A student can name the features of service activity and understands the significant role of the service sector in a contemporary economy. 2. A student recognizes the elements of the service system, identifies the participants of a service process and describes the methods of influencing them. 3. A student can describe the service company's marketing instruments connected with service designing, delivering, pricing and communicating with the stakeholders. 4. A student understands the importance of market focus of all the service organization's departments. Umiejętności: 1. A student can elaborate a service process blueprint. 2. A student is able to propose the service company's marketing strategy. 3. A student can conduct an analysis of service organization environment and a research determining the level service quality perceived by customers. Kompetencje społeczne: 1. A student appreciates the importance of people participating in a service process and their ethical behaviors. 2. A student can work in a team, share tasks and discuss the final conclusions with the group members.. 3. A student is prepared to present the project to the audience and defend the idea and analysis results. |
Zajęcia w cyklu "Semestr letni 2024/25" (w trakcie)
Okres: | 2025-02-15 - 2025-09-30 |
Przejdź do planu
PN WT KON
ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 30 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Maria Johann | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course presents the most useful tools for marketing managers in service companies that they can use to develop an effective marketing strategy. The concepts discussed during classes cover marketing-relevant issues which challenge big corporations and local small businesses alike. The course addresses also environmental and social issues that challenge the EU nowadays (e.g. climate change, social inequalities) listed among the EU key priorities. The main emphasis is put on responsible business conduct which is promoted in the EU to ensure that companies produce their products responsibly respecting workers and environment. The course bridges theory and practice, combining an academic background and many examples from various service brands. During the course students develop a group project with engagement of service companies. The group project is focused on development of sustainable and digital solutions for the selected service companies to meet the challenges of sustainable di |
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Pełny opis: |
After completing the course the students should understand the distinctive aspects of services marketing management. The students will gain knowledge and skills required to plan and offer quality services in a competitive environment. |
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Literatura: |
Literatura podstawowa: M. Johann, Services Marketing, Warsaw School of Economics, Warsaw 2015; J. Wirtz, Ch. Lovelock, Services Marketing: People, Technology, Strategy, World Scientific, 2021; V. A. Zeithaml, M. J. Bitner, D. Gremler, McGraw-Hill Education, Services Marketing: Integrating Customer Focus Across the Firm, New York 2017; K. D. Hoffman, J. E. G. Bateson, Services Marketing: Concepts, Strategies and Cases, Cengage Learning, Boston 2016. Literatura uzupełniająca: Według uznania wykładowcy. |
|
Uwagi: |
Kryteria oceniania: inne: 20.00% projekty: 80.00% |
Zajęcia w cyklu "Semestr zimowy 2024/25" (zakończony)
Okres: | 2024-10-01 - 2025-02-14 |
Przejdź do planu
PN WT ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 30 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | (brak danych) | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course presents the most useful tools for marketing managers in service companies that they can use to develop an effective marketing strategy. The concepts discussed during classes cover marketing-relevant issues which challenge big corporations and local small businesses alike. The course addresses also environmental and social issues that challenge the EU nowadays (e.g. climate change, social inequalities) listed among the EU key priorities. The main emphasis is put on responsible business conduct which is promoted in the EU to ensure that companies produce their products responsibly respecting workers and environment. The course bridges theory and practice, combining an academic background and many examples from various service brands. During the course students develop a group project with engagement of service companies. The group project is focused on development of sustainable and digital solutions for the selected service companies to meet the challenges of sustainable di |
|
Pełny opis: |
After completing the course the students should understand the distinctive aspects of services marketing management. The students will gain knowledge and skills required to plan and offer quality services in a competitive environment. |
|
Literatura: |
Literatura podstawowa: M. Johann, Services Marketing, Warsaw School of Economics, Warsaw 2015; J. Wirtz, Ch. Lovelock, Services Marketing: People, Technology, Strategy, World Scientific, 2021; V. A. Zeithaml, M. J. Bitner, D. Gremler, McGraw-Hill Education, Services Marketing: Integrating Customer Focus Across the Firm, New York 2017; K. D. Hoffman, J. E. G. Bateson, Services Marketing: Concepts, Strategies and Cases, Cengage Learning, Boston 2016. Literatura uzupełniająca: Według uznania wykładowcy. |
|
Uwagi: |
Kryteria oceniania: inne: 20.00% projekty: 80.00% |
Zajęcia w cyklu "Semestr letni 2023/24" (zakończony)
Okres: | 2024-02-24 - 2024-09-30 |
Przejdź do planu
PN WT KON
ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 30 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Maria Johann | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course presents the most useful tools for marketing managers in service companies that they can use to develop an effective marketing strategy. The concepts discussed during classes cover marketing-relevant issues which challenge big corporations and local small businesses alike. The course addresses also environmental and social issues that challenge the EU nowadays (e.g. climate change, social inequalities) listed among the EU key priorities. The main emphasis is put on responsible business conduct which is promoted in the EU to ensure that companies produce their products responsibly respecting workers and environment. The course bridges theory and practice, combining an academic background and many examples from various service brands. During the course students develop a group project with engagement of service companies. The group project is focused on development of sustainable and digital solutions for the selected service companies to meet the challenges of sustainable di |
|
Pełny opis: |
After completing the course the students should understand the distinctive aspects of services marketing management. The students will gain knowledge and skills required to plan and offer quality services in a competitive environment. |
|
Literatura: |
Literatura podstawowa: M. Johann, Services Marketing, Warsaw School of Economics, Warsaw 2015; J. Wirtz, Ch. Lovelock, Services Marketing: People, Technology, Strategy, World Scientific, 2021; V. A. Zeithaml, M. J. Bitner, D. Gremler, McGraw-Hill Education, Services Marketing: Integrating Customer Focus Across the Firm, New York 2017; K. D. Hoffman, J. E. G. Bateson, Services Marketing: Concepts, Strategies and Cases, Cengage Learning, Boston 2016. Literatura uzupełniająca: Według uznania wykładowcy. |
|
Uwagi: |
Kryteria oceniania: inne: 20.00% projekty: 80.00% |
Zajęcia w cyklu "Semestr zimowy 2023/24" (zakończony)
Okres: | 2023-10-01 - 2024-02-23 |
Przejdź do planu
PN WT KON
ŚR CZ PT |
Typ zajęć: |
Konwersatorium, 30 godzin
|
|
Koordynatorzy: | (brak danych) | |
Prowadzący grup: | Maria Johann | |
Lista studentów: | (nie masz dostępu) | |
Zaliczenie: |
Przedmiot -
Ocena
Konwersatorium - Ocena |
|
Skrócony opis: |
The course presents the most useful tools for marketing managers in service companies that they can use to develop an effective marketing strategy. The concepts discussed during classes cover marketing-relevant issues which challenge big corporations and local small businesses alike. The course addresses also environmental and social issues that challenge the EU nowadays (e.g. climate change, social inequalities) listed among the EU key priorities. The main emphasis is put on responsible business conduct which is promoted in the EU to ensure that companies produce their products responsibly respecting workers and environment. The course bridges theory and practice, combining an academic background and many examples from various service brands. During the course students develop a group project with engagement of service companies. The group project is focused on development of sustainable and digital solutions for the selected service companies to meet the challenges of sustainable di |
|
Pełny opis: |
After completing the course the students should understand the distinctive aspects of services marketing management. The students will gain knowledge and skills required to plan and offer quality services in a competitive environment. |
|
Literatura: |
Literatura podstawowa: M. Johann, Services Marketing, Warsaw School of Economics, Warsaw 2015; J. Wirtz, Ch. Lovelock, Services Marketing: People, Technology, Strategy, World Scientific, 2021; V. A. Zeithaml, M. J. Bitner, D. Gremler, McGraw-Hill Education, Services Marketing: Integrating Customer Focus Across the Firm, New York 2017; K. D. Hoffman, J. E. G. Bateson, Services Marketing: Concepts, Strategies and Cases, Cengage Learning, Boston 2016. Literatura uzupełniająca: Według uznania wykładowcy. |
|
Uwagi: |
Kryteria oceniania: inne: 20.00% projekty: 80.00% |
Właścicielem praw autorskich jest Szkoła Główna Handlowa w Warszawie.