Base Knowledge
Introduction to Marketing
Teaching Methodologies
In this curricular unit, the following teaching methods are used:
a) Verbal methods, using exposition, explanation, dialogue, debate, and interrogation;
b) Intuitive methods, using demonstration, audio-visual, and written texts;
c) Active methods, using group work, case studies, and gamification.
Learning Results
At the end of this curricular unit, the student is expected to be able to:
a) Explain the theoretical foundations, distinctive characteristics, and emerging trends in services marketing;
b) Apply service quality evaluation models to identify and diagnose opportunities for improvement;
c) Analyse customer expectations and perceptions in the design and delivery of services;
d) Develop service projects and define quality standards aligned with organisational objectives;
e) Select, implement, and monitor strategies and tools that promote excellence in service delivery;
f) Critically evaluate the impact of services marketing decisions on organisational performance and customer value creation.
Program
Part I. Fundamentals of services marketing
1. Introduction to services
2. Service quality
3. Customer expectations
4. Customer perceptions and experience
5. Trends in services
Part II. Understanding customer requirements
6. Listening to the customer through marketing research
7. Building and managing customer relationships
8. Service recovery
Part III. Service design and development
9. Service innovation and design
10. Physical evidence and the service environment
Part IV. Service delivery and performance
11. Managing service delivery
12. Managing service demand and capacity
Curricular Unit Teachers
Nuno Miguel Fortes Fonseca SantosGrading Methods
This curricular unit provides the following types of assessment:
a) Continuous assessment;
b) Assessment by examination.
The continuous assessment comprises the following types of assessment components:
a) Two tests, with a weight of 25% each in the final grade;
b) Group work, Group work, with presentation and discussion, with a weight of 30% in the final grade;
c) Class participation, with a weight of 20% in the final grade.
A minimum grade of 7.5 points is required in all components of continuous assessment.
Attendance at classes is compulsory for students enrolled in continuous assessment, with a maximum number of absences corresponding to 25% of the total contact hours of the curricular unit, i.e., 14 hours.
The assessment by examination comprises the following assessment component:
a) Exam, with a weight of 100% in the final grade.
Internship(s)
NAO
Bibliography
Almeida, M. R., & Pereira, J. M. (2014). Marketing de Serviços (1.ª ed.). Edições Sílabo.
Hoffman, K. D., & Bateson, J. E. G. (2023). Services Marketing: Concepts, Strategies & Cases (6th ed.). Cengage Learning.
Wirtz, J., & Lovelock, C. (2021). Services Marketing: People, Technology, Strategy (9th ed.). World Scientific Publishing Company
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Mende, M. (2024). Services Marketing: Integrating Customer Focus Across the Firm (8th ed.). McGraw-Hill.