Service Marketing

Major: Marketing
Code of subject: 6.075.00.O.067
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Nadiia M. Vasyltsiv, PhD, Associate Professor of Economics
Semester: 6 семестр
Mode of study: денна
Learning outcomes: PRN 1. Demonstrate knowledge and understanding of theoretical foundations and principles of marketing activities. PRN 3. Apply the acquired theoretical knowledge to solve practical tasks in the field of marketing. PRN 7. Use digital information and communication technologies as well as software products needed for proper conducting marketing activities and practical application marketing tools. PRN 8. Apply innovative approaches to proceedings marketing activities of the market entity, flexibly adapt to changes in the marketing environment. PRN 14. Perform functional duties in the group, offer sound marketing decisions. PRN 17. Demonstrate written and oral professional skills communication in state and foreign languages, as well as proper use of professional terminology. PRN 19. Ability to demonstrate knowledge of the main components of in the field of development of marketing commodity, price, sales and communication policy of the enterprise taking into account maximum satisfaction of consumer needs and existing risks. PRN 20. Ability to demonstrate knowledge of different features types of goods and services, market types and their impact on marketing activities of the organization. PRNS 1.3. Use general principles and patterns integrated logistics flow management, develop proposals for the formation and improvement of logistics systems, to assess the economic efficiency of interaction with suppliers based on SRM-system. COM 1. Reporting to specialists and non-specialists information, ideas, problems, solutions and personal experience in the field of professional activity. COM 2. Ability to effectively form a communication strategy. AiV 2. Responsibility for professional development of individuals and / or groups of individuals. AiV 3. Ability to further study with a high level autonomy.
Required prior and related subjects: - рrerequisites: Marketing - сo-requisites: Marketing controlling; Marketing of tourist services; Service quality management; Search engine optimization site SEO; E-marketing and logistics.
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.
Assessment methods and criteria: Current control - 30%; (problem solving, situational exercises, oral examination) Final control - 70% (testing - 60% , oral component - 10%)
Recommended books: 1. Маркетинг у банках: навч.посіб. / Безус Р.М., Курбацька Л.М., Кадирус І.Г., Донських А.С., Воловик Д.В. Дніпро:Журфонд, 2019. 320 с. 2. Грищенко О. Ф. Маркетинг у банку : конспект лекцій. Суми : Сумський державний університет, 2018. 68 с. 3. Іванова Л. О., Семак Б. Б., Вовчанська О. М. Маркетинг послуг : навч.посіб. Львів : Видавництво Львівського торговельно-економічного університету, 2018. 508 с. 4. Кузик О. Маркетинг послуг: технології та стратегії: навч. посіб. Львів: Видавництво ЛНУ імені Івана Франка, 2018. 338 с.