SERVICE MARKETING - BMEGT20ML16

The aim of the course is to present the specialities of the services and the service marketing in customer-oriented way. The concept of the course is provided by gap-model of service quality. Research and handling of customer expectation, the planning of the services will be discussed. The role of customers and employees is emphasized in connection with the performance of services. The issue of integrated service marketing communication and pricing will also be discussed.

1. Know the special research methods (knowledge acquisition ,problem solving) of marketing, abstraction techniques, ways of developing practical aspects of issues of principle, method of planning, measurement and analysis in marketing field.
2. Know resource-based principles of marketing strategy, analysis methods of strategy management, and theoritical basis and analysis methods of other marketing sections (e.g.: salesmanagement, marketing engineering, qualitative research, creative planning).
3. Well know the vocabulary of marketing field and specialities of written and spoken language communication: most important forms, methods and techniques in native and foreign languages.
4. Know the connection of value-creating marketing processes and innovation.

1. Define new conclusions, original ideas and solution methods, are able to use analysis and model methods, develop strategy for complex problem solving, make decision in various domestic and international environment and in organizational culture also.
2. Are able to perform the detailed analysis of different in the marketing field and to define the comprehensive and special correlations.
3. Are able to identify special professional problems with a multifaceted, interdisciplinary approach, and to explore and formulate the necessary detailed theoretical and practical background for their solution.
4. Use the knowledge on high level of knowledge transfer techniques and process the related hungarian and foriegn publications.
5. Develop personal equation according to own analysis and defends in debate and be able to develop strategies for solving complex problems, planning the solution, making the decisions.
6. Are able to prepare analysis and presentation independently for management.

1. Are critical for own work and for work and behavior of their employes, show innovative and proactive behavior in hendling of economic problems. Open and inclusive of new achievements in economics and practice.
2. Undertake the comprehensive and special relationships, that professional identity, that are the specific character, personal and community role of the marketing field.
3. Authentically convey the summary and detailed problems of his profession.
4. Make a decision in new, complex, strategic decision-making situation as well in unexpected life situation according to legal and ethical norms and standards.

1. Independently idetify and applies the relevant problem-solving methods in areas which are important from the organization-political, strategic and management point of view, independently perform economic analysis, decision preparation and consulting tasks.
2. Are responsible for own work and for organization, company, the employees leaded by them.
3. Represent independently their established marketing professional opinion in well-known decision-making situations. Also take responsibility for their environmental and social impacts in new, complex decision-making situations.

Lectures, case study during lectures.

• Szalkai Zs.: Szolgáltatásmarketing, Oktatási segédanyag, 2019.

A 2.2. pontban megfogalmazott tanulási eredmények értékelése év végi írásbeli teljesítménymérés (összegző tanulmányi teljesítményértékelés), illetve nem kötelező beadandók alapján történik.

A. Szorgalmi időszakban végzett teljesítményértékelések részletes leírása: - Írásbeli teljesítményértékelés: vizsgaidőszakban 60 perces írásbeli vizsga.

• vizsgaidőszakban végzett teljesítményértékelés: 100%
• összesen: 100%

1. A teljesítményértékelésekhez nem tartozik évközi követelmény. 2. A vizsgaidőszakban végzett teljesítményértékelés javítása és pótlása a TVSZ szerint történik.

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A 2.2. pontban megfogalmazott tanulási eredmények eléréséhez a tantárgy a következő tematikai blokkokból áll. Az egyes félévekben meghirdetett kurzusok sillabuszaiban e témaelemeket ütemezzük a naptári és egyéb adottságok szerint.

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