Services Marketing

Basics of marketing.

Teamwork incorporates:

Inquiry and cooperation-centered methods: Problem-based learning and project design

Active strategies in pedagogical practices in class: Collaborative learning

The teacher proposes and presents in the classroom:

• Possible articles and case study examples for developing teamwork

• The different objectives and stages of teamwork

Learning Goals 1 – to understand the meaning of services marketing and its importance;
LG2 – To know the specificities, variables and process of donations and the models of services marketing
LG3 – To know the behavior, the expectations, and perceptions of the consumer that receives the services
LG4- To develop a strategy for the services marketing aligned with the corporation strategy
LG5 – Mastering a set of techniques and tools used in services marketing
LG6 – Managing the data from the services marketing practices and the relationship of the clients in the
enterprise

1) The current attitude of marketing

1.1 Marketing 4.0 and 5.0

1.2 Other trends in marketing

2) Specifics of Services Marketing

2.1. The differences between goods and services

2.2. Characterization of services marketing and main definitions

2.3. Trends in the Services Sector

2.4. Ethical aspects in service companies

2.5. Specific areas of application of services marketing such as banking marketing, tourism marketing, city marketing, third sector marketing.

3) Strategic marketing of Services

3.1 Consumer behavior, expectations and perceptions of services

3.2 Research in services marketing

3.3 The positioning of services in competitive markets

3.4 Building relationships with customers

4) The development of services marketing

4.1. The marketing mix of services

4.2. The physical supports of the services

4.3. Communication in services

4.4. Queue management

4.5. Distribution of services

4.6. Service control and the Servqual model

NAO