Services Marketing

N/A

The syllabus will be developed by:

i) exposition/theoretical sessions

ii) theoretical/practical sessions with cases analysis and discussions

a) Evaluation by frequency:

– A written test  (60% of the final grade)

– Two group assignments to be presented in class (40% of the final grade) 

– Participation in practical assignments given in class (10% of the final grade)

b) Evaluation by exam exame will be one written test (100% of the final grade).

– Understand the specificities of services;

– Know and identify types of services;

–  Know and identify characteristics of services;

–  Know and use the marketing mix of services;

–  Be able to use the main techniques of service marketing and distinguish them from those of product marketing

Part I: Introduction to services

1.1.        Notion of service

1.2.        Main characteristics of services

1.3.        Tipology of services

1.4.        Differences between products and services

Part II: Specificities of service marketing

2.1.        Life cycle of services

2.2.        Servuction system

2.3.        Positioning and segmentation in services

2.4.        (Enlarged) marketing mix of services

Part III: Quality and satisfaction in services – the external client

3.1.        Service as a diferential factor

3.2.        Concept of quality in service and its perception

3.3.        SERVQUAL scale

3.4.        Experience and satisfaction management

Part IV: The importance of human resources – the internal client

4.1.        Internal marketing as leverage for total quality

4.2.        Front office staff management

4.3.        Relationship with clients

4.4.        Management of physical support

• - Attendance and Participation - 10.0%
• - Frequency - 50.0%
• - Individual and/or Group Work - 40.0%

• - Exam - 100.0%

NAO

Almeida, M., & Pereira, J. M. (2014). Marketing de serviços. Edições Sílabo.

Cota, B. V. (2006). Manual de Marketing de Serviços. Lisboa: Universidade Lusíada Editora.

Gronroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. 2nd edition, England: John Wiley & Sons.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. Coimbra: Actual

Lindon, D.; Lendrevie, J.; Lévy, J; Dionísio, P.; & Rodrigues, J. V. (2011). Mercator XXI : teoria e prática do marketing. 14ª edição. D. Quixote.

Lovelock, C. & Wirtz, J. (2006). Marketing de Serviços: Pessoas, Tecnologia e Resultados. 5ª edição. Prentice Hall