Services Marketing

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

PC1 – Marketing services characterization and main definitions
PC2 – Customer Behavior in Service Encounters
PC3 – Customer Service Skills and managing clients participation
PC4 – Developing New Customer Relationships and the concept of Servuction
PC5 – Positioning Services in Competitive Markets
PC6 – Development of the marketing mix for services
PC7 – Physical support for services
PC8 – Communicating the services
PC9 – Managing the queuing process
PC10 – Services distribution
PC11 – Services control and the model Servqual
PC12 – Especial areas for services marketing: banking marketing, touristic marketing, marketing of cities, and
charities marketing

NAO