Teaching Methodologies
Expository lectures and practical classes where various syllabuses are presented and discussed, using case studies. Students must carry out the recommended readings for each class in order to prepare for class discussion.
Learning Results
The course aims to:
– To inform the theory of marketing services, explore and discuss the core literature of the discipline;
– Provide technical expertise for a professional application and decision making in marketing services;
– Encourage and develop the capacity for critical analysis in order to encourage research in the area.
Program
1. Marketing of Services – Introduction
2. Peculiarities of Services
3. The Experience Management (personal contacts and clients)
4. Marketing-Mix of Services
5. Implementation and Evaluation of Marketing Strategies in Services
Internship(s)
NAO
Bibliography
Baron, Steve; Harris, Kim (2008), Services marketing : text and cases, New York: Palgrave Macmillan; 3rd
Edition
Hoffman, K. Douglas; Bateson, John E. G.; Wood, E. H. and Kenyon, A. K. K. (2009), Services Marketing –
Concepts, Strategies & Cases, London: South-Western Cengage Learning EMEA,.