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 (the organizations are proposed in the classroom, and each team chooses the organization and the work/project to be developed), being guided in different phases:
• Choose the team, organization and project in the classroom
• Scheduling of tasks to be performed by teams in the classroom
• 1st visit to the chosen organization
• 1st classroom presentation with work proposal (20%)
• Development of field work (outside the classroom; includes visits to the organization, information research, team meetings)
• Development and delivery of the report (30%)
• Exhibition and classroom presentation of the work developed (20%)

Teamwork incorporates:
Inquiry and cooperation-centered methods: Problem-based learning and project design
Situated learning and community service
Active strategies in pedagogical practices in class: Collaborative learning

The teacher proposes and presents in the classroom:
• Possible organizations for developing teamwork
• The different objectives and stages of teamwork

The goal of this unit is to demonstrate the crucial importance of marketing as a response to global challenges in the innovation, planning, operationalisation and delivery of sustainable, distinctive and high quality services.

The realities presented are common to several socio-economic sectors such as the provision of distribution, consultancy, tourism, education, sport, technology, law, finance, health, non-profit services or even transport and distribution services.

Lectures focus on key issues in the marketing of services, often using current practical cases. In this way, students are encouraged to develop a critical view of this reality and to position themselves creatively and thoughtfully in the global marketplace.

They are therefore challenged to analyse, develop and present the observed cases in order to enhance their understanding of the concepts and methods used in the field of services marketing.

These cases take place in today’s competitive markets and prepare students to

– Analyse customer needs and requirements;

– Measure service quality;

– Develop your process and design, promote and deliver competitive services that can exceed customer expectations.

Students are also invited to apply service marketing concepts in real organisations and under the supervision of the lecturer.

1) The current attitude of marketing

1.1 Marketing 4.0 and 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 services marketing and main definitions

2.3. Trends in the Services Sector

2.4. Ethical aspects in service companies

2.5. Specific areas of application of services marketing such as banking marketing, tourism marketing, city marketing, third sector marketing.

3) Strategic marketing of Services

3.1 Consumer behavior, expectations and perceptions of services

3.2 Research in services marketing

3.3 The positioning of services in competitive markets
3.4 Building relationships with customers

4) The development of services marketing
4.1. The marketing mix of services

4.2. The physical supports of the services

4.3. Communication in services

4.4. Waiting queue management

4.5. Distribution of services

4.6. 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.
• 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.
• Maçães, Manuel Alberto Ramos (2019). Marketing estratégico, as quatro etapas para criar vantagem competitiva e melhorar o desempenho. Lisboa: Actual Editora, ISBN 978-989-694-279-3.
• Oliveira, Carlos Manuel (2023). Human Tech Marketing – O Marketing Molecular e Humano. Lisboa: Atual Editora.
• 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.
• Santos, Patrícia Maria do Carmo; Abreu, Maria Madalena Eça Guimarães de; Casas-Novas, José (2013). Instituto Politécnico de Coimbra. Instituto Superior de Contabilidade e Administração de Coimbra- Satisfação e fidelização de clientes relativamente à qualidade dos serviços pós venda no mercado de cafés. Coimbra – Projeto realizado no Mestrado em Gestão Empresarial, apresentado ao Instituto Superior de Contabilidade e Administração de Coimbra.
• Zeithaml, V. A.; Bitner, M. J. (2003). Marketing de Serviços – A Empresa com foco no Cliente. 2ª Edição. São Paulo: Bookman.