Course detail

Service Management

FP-BSMAEAcad. year: 2026/2027

The course focuses on the specifics of service management and development in the context of small and medium-sized enterprises (SMEs) and within the servitization of manufacturing companies. The aim is to teach students to design and manage service delivery systems that generate high added value for customers and ensure competitiveness in domestic and international markets. Topics covered include:

The role of services in the modern economy: The importance of services, the specifics of marketing and service management compared to physical products.

Servitization: Strategies for supplementing tangible products with accompanying services in industrial enterprises.

Service design and innovation: Service design methods, value proposition creation, and service blueprinting.

Quality management and customer experience: Measuring satisfaction, managing critical incidents, and building loyalty.

Technology and digitization in services: Using modern IT tools to streamline processes and personalize offerings.

The human factor: Front-line employee management and the psychology of customer interaction.

Language of instruction

English

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Lucie Kaňovská, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Basic knowledge of marketing and management is recommended.

Rules for evaluation and completion of the course

During the semester, students will be doing a number of in-class activities involving the application of services concepts. In addition, students will prepare individual project, team project and write final exam. Active participation in in-class activities and other activity-related discussions during class will play a significant role in determining class participation grades.

Class participation grades will be based on each student's contribution to the class. Students have to prepare two projects (individual and team) and then to pass final exam.

Aims

The objectives of the course are in line with the ESBD graduate profile and are defined as follows:

  • Understand the strategic importance of services for a sustainable business model.
  • Identify and validate innovation opportunities in the service sector.
  • Ability to apply quality and capacity management tools in a real business environment.
  • Develop skills for working in interdisciplinary teams when solving case studies.

Study aids

All important teaching materials are listed in the e-learning section of the course.

Prerequisites and corequisites

Not applicable.

Basic literature

Bordoloi, S., Fitzsimmons, J. A., & Fitzsimmons, M. J. (2023). Service management: operations, strategy, information technology. McGraw Hill. (EN)
Kandampully, J., & Education, P. (2024). Services management. BoD–Books on Demand. (EN)

Recommended reading

Baines, T., & Lightfoot, H. (2013). Made to serve: how manufacturers can compete through servitization and product service systems. John Wiley & Sons. (EN)
Lay, G. (Ed.). (2014). Servitization in Industry. Springer. (EN)
Wirtz, J., & Lovelock, C. (2022). Services Marketing. People, Technology. (EN)

Classification of course in study plans

  • Programme BAK-ESBD Bachelor's 2 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

The course is taught through lectures explaining the basic principles and theory of the discipline. Seminars are focused on practical topics presented in lectures.

Lecture topics:

  1. Service – general view.

  2. Categories of service mix

  3. Service consumer behavior

  4. Marketing mix for services - product

  5. Marketing mix for services- pricing services

  6. Marketing mix for services - distributing services

  7. Marketing mix for services – promotion

  8. Marketing mix - people, process, physical evidence 

  9. Complaint handling and service recovery

  10. Marketing mix – physical evidence and process

  11. The new service realities and managing service quality

  12. Customer services and services in manufacturing

  13. Customer journey, service blueprint and prototyping

Exercise

13 hours, compulsory

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Syllabus

Seminars are focused on practical topics presented in lectures.

 

Professional Knowledge

Define the specific characteristics of services and their impact on the strategic management of a company; explain the structure of the expanded marketing mix (7Ps); describe models of customer buying behavior; identify modern trends in service delivery; clarify the principles of customer relationship management, complaint handling mechanisms, and recovery processes.

Professional Competencies

Manage front-line teams with an emphasis on the human factor and corporate culture; decide on strategic changes in the service portfolio; implement systems for increasing customer loyalty and effectively managing service crises; innovate existing service concepts; evaluate the effectiveness of marketing communication and processes.

Professional Skills

Construct a "Service Blueprint" for process visualization; design pricing strategies and distribution channels for a specific type of service; analyze the customer journey; apply tools for measuring service quality (e.g., the SERVQUAL model); create a physical evidence concept.

Self-study

35 hours, optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.

Individual preparation for an ending of the course

55 hours, optionally

Teacher / Lecturer

doc. Ing. Lucie Kaňovská, Ph.D.