Services Marketing

Basic knowledge about marketing

Attendance at classes is strongly recommended.

Classroom sessions combine didactic presentations with group discussions.

Each student is also encouraged to bring materials to the classroom, case studies of social institutions, and innovative concepts in services marketing.

Students are encouraged to develop work in teams and the result is presented and discussed in the classroom.

Teamwork incorporates:

Methods centered on inquiry and cooperation: Problem-based and project-based learning.

Situated learning with possible service to the community.

Active strategies in pedagogical practices in the classroom: Collaborative learning

As a pedagogical strategy, the following are also used:

Use of interaction platforms

Small group work in the classroom

Use of videos for classroom discussion

Chaos resolution especially in small groups

Resolution of case studies

The central objective of this curricular unit is to present the importance of studying service marketing as a response to challenges in innovation, planning, and operationalization of the provision of distinctive and quality services, especially in all activities related to internal and/or external trade.

Currently, in a fast and competitive global world, services marketing tools acquire a central value, in a global space where consumers are increasingly knowledgeable, critical, active, and demanding. This physical or digital space.

Classes will focus on the crucial points of learning service marketing, covering key concepts in this discipline. Students will acquire skills to develop the entire marketing plan of a service company, learning to use information and tools to assess customer satisfaction, manage a range of services or coordinate problems such as demand fluctuations or queues.

Students are encouraged to develop a critical look at this reality, and to position themselves creatively and attentively to the markets, thus preparing themselves to analyze customer requirements and demands, promoting and providing competitive services and that can exceed customer expectations. In this way, students will acquire skills that will allow them to choose the most appropriate tools to solve the problems and challenges of service marketing in the third millennium.

1) The current attitude of marketing

1.1 Marketing 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 service marketing and main definitions

2.3. Trends in the Services Sector

2.4. Specific areas of service marketing application such as banking marketing, tourism marketing, city marketing, third sector marketing.

3) Strategy in the marketing of the Services

3.1. Consumer behavior, expectations and perceptions of services

3.2. Listening to the consumer through marketing research

3.3. Building customer relationships

3.4. Positioning services in competitive markets

4) The development of the marketing mix of services

4.1. The physical supports of the services

4.2. Communication in services

4.3. Waiting queue management

4.4. The distribution of services

4.5. Service control and the Servqual model

NAO

Bibliografphy

• Wilson, Alan, Zeithaml, Valarie A., Bitner, Jo e Gremler, Dwayne D. (2012). Services Marketing: Integrating Customer Focus Across the Firm. Second European Edition. London: McGraw Hill Higher Education.

Complementar Bibliography

• Kotler, P., Armestrong, G., Saunders, J., Wong, V. (2017). Principles of Marketing, Londres, Prentice-Hall Europe, 7th, European edition.
• Kotler, Philip, Kartajaya, Hermawan, Setiawan, Iwan (2021). Marketing 5.0 – Tecnologia para a humanidade. Actual Editora.
• Baynast, Arnaud de et al. (2018). Mercator 25 Anos – O Marketing na Era Digital. Alfragide: Publicações Dom Quixote.
• Lovelock, C.; Writz, J. (2006). Marketing de Serviços – Pessoas, Tecnologia e Resultados. 5ª Edição. São Paulo: Pearson Prentice Hall.
• Oliveira, Carlos Manuel de (2023). Humantech Marketinh – O marketing molecular e humano. Editora Atual.
• Wilson, Alan, Zeithaml, Valarie A., Bitner, Mary Jo, Gremler, Dwayne D. (2012). Services Marketing: Integrating Customer Focus Across the Firm. Second European Edition. London: McGraw Hill Higher Education.