Services Marketing

Basic knowledge of marketing.

Theoretical-practical classes where the various syllabus contents are presented and discussed, using practical cases.

Students should complete the recommended readings for each class in order to prepare their class discussion.

For students who opt for periodic assessment, students work in teams and develop a project.

Teamwork consists of a project developed with an organization (organizations are proposed in the classroom, and each team chooses the organization and the work/project to be developed), being guided in different phases:

Classroom choice of team, organization and project
1st visit to the chosen organization
Scheduling of tasks to be performed by the team in the classroom
Development of field work (throughout the semester and outside the classroom)
Development and delivery of a report
Exhibition and presentation of the work developed in the room

The Project will consist of a case study of private institutions of public interest.

Thus, teamwork incorporates:

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

Situated learning and community service

Active strategies in pedagogical practices in the classroom: Collaborative learning

The main objective of this curricular unit is to present the importance of studying marketing as a response to challenges in innovation, planning, operationalization of the provision of distinctive and quality services.

The classes will focus on the crucial points of services marketing, also resorting to practical cases, fundamental to highlight key issues and concepts in this discipline.

Students are encouraged to develop, themselves, a critical look at this reality, and to position themselves creatively and attentively to the global market. They are thus challenged to analyse, develop and present the observed cases in order to increase their understanding of concepts and methods used in the context of services marketing.
These cases take place in today’s competitive markets, thus preparing students to:
• to analyze customer requirements and demands;
• to measure service quality;
• to develop your process and design, promoting and providing competitive services that can exceed customer expectations

The reality presented is common to several socio-economic areas such as the provision of non-profit sales, consultancy, tourism, education, sports, technology, law, finance, health, or even transport and distribution services.

1) The current attitude of marketing
1.1 Marketing 4.0 and 5.0
1.2 Other trends in marketing

2) Specifics of Service Marketing
2.1. Differences between goods and services
2.2. Characterization of service marketing and main definitions
2.3. Trends in the Services Sector
2.4. Ethical aspects in service companies
2.5. Specific areas of service marketing application such as banking marketing, tourist marketing, city marketing, third sector marketing.

3) Strategic 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 The positioning of services in competitive markets

4) The development of the services marketing mix
4.1. The physical supports of the services
4.2. Communication in services
4.3. Queue management
4.4. The distribution of services
4.5. Service control and the Servqual model

NAO

• 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.

• Almeida, M. R., Pereira, J. M. (2014). Marketing de Serviços. Edições Sílabo.
• Caruana, A. (2002). Service loyalty – The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, Vol. 36, No. 7/8, pp. 811-828.
• Churchill, G. A., Surprenant, C. (1982). An Investigation Into the Determinants of Customer Satisfaction. Journal of Marketing Research, Vol. XIX, pp. 491-504.
• Gronroos, C (2003). Marketing – Gerenciamento e Serviços. Editor Campus.
• Hoffman, K. D.; Bateson, J. E. G. (2002). Princípios de Marketing de Serviços – Conceitos Estratégias e Casos. 2ª Edição. São Paulo: Thomson.
• Huntsman, J L., et al. Health education via “empowerment” digital marketing of consumer products and services-Promoting therapeutic benefits of self-care for depression and chronic pain, Frontiers in Public Health, 2023.
• Lovelock, C.; Writz, J. (2006). Marketing de Serviços – Pessoas, Tecnologia e Resultados. 5ª Edição. São Paulo: Pearson Prentice Hall.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
• Saias, L. (2007). Marketing de Serviços – Qualidade e fidelização de clientes. Universidade Católica Editora, isbn:9789725401651.
• Zeithaml, V. A.; Bitner, M. J. (2003). Marketing de Serviços – A Empresa com foco no Cliente. 2ª Edição. São Paulo: Bookman.
• Yang, Z., Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, Vol. 21, No. 10, pp. 799-822.