Services Maketing

Ficha de unidade curricular - Ano letivo 2020/2021

Teaching language

English

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

On successful completion of the course the student should:
- discuss the importance and increasing applicability of Services Marketing;
- describe the basic concepts and knowledge necessary to define the service offer;
- trace the policies of marketing-mix appropriate to a service company’s strategy;
- develop the necessary competences to assess the perception of services’ value, customers’ satisfaction and provided, perceived quality.

Syllabus

CONTENTS:
1.INTRODUCTION
1.1. The concept of service
1.2. The service sector
1.3. Services Marketing

2. SERVICES MARKETING
2.1. Importance
2.2. Development
2.3. Services Marketing today’s Philosophy

3. GOODS AND SERVICES
3.1. Pure goods vs. pure services
3.2. Products and Services evolution
3.3. The Service dimension

4. THE CLASSIFICATION OF SERVICES
4.1. Traditional classifications
4.2. Other classification criteria
4.3. Types of services and marketing implications

5. CHARACTERISTCS OF SERVICES
5.1. Intangibility
5.2. Inseparability
5.3. Heterogeneity
5.4. Perishability
5.5 Problems associated with the specific of services

6. MARKETING STRATEGIES IN SERVICE COMPANIES
6.1. Market analysis
6.2. Market segmentation
6.3. The target segment
6.4 Positioning


7. MARKETING-MIX
7.1. Operationalization in Services
7.2. “Servuction” Model
7.3. Policies
7.4. Quality in Services

8. VALUE AND CUSTOMER SATISFACTION

Teaching methodologies

The course will be based in distance learning (Microsoft Teams) supported by:

▪ Expository and class participation methods.
▪ Application of teaching techniques supported by tutorials and with the tutor acting as guide and facilitator, encouraging students through exercises, practical cases, argument, presentation, real life simulations and contact with organizational reality, to find their own solutions

Assessment methodologies and evidences

Continuous evaluation

(A) Individual participation (20%)

(B) Theoretical Concepts Essay with Group Presentation (40%)



(C) Final Group Project in Group with individual discussion (40%)

To be approved, 8 is the minimum mark in each of the components.
The PRESENCE OF ALL MEMBERS OF THE GROUPS IS MANDATORY IN EACH EVALUATION MOMENT AND PREDEFINED DATES. In case of missing, you will be excluded of continuous assessment and must go to FINAL EXAM

(A) Individual Participation:
Questions to presenting groups, general participation in class, solving and presenting class exercises, class attendance
(B) Theoretical Concepts Essay with Group Presentation:
Powerpoint presentation
Quality of concepts are important – use scientific sources (avoid internet readings)
Complement with Proquest or B-On readings
Present properly List of References (APA)
Illustrate with some practical examples

(C) Final Group Project in Group:
Project for a service company


Final Evaluation
Exam (100%)

To be approved, 10 value is the minimum mark

Assement and Attendance registers

Bibliography

FUNDAMENTAL:
LOVELOCK, C. e WIRTZ, J.;Marketing de Serviços, Prentice Hall, 2011
HOFFMAN, K. e BATESON, J.;Princípios de Marketing de Serviços, Thomson, 2006
SAIAS, L.;Marketing de Serviços, Universidade Católica, 2007
COMPLEMENTARY:
ESTEBAN, I. ;Marketing de los servicios, ESIC Editorial, 2005