Services Maketing

Ano letivo: 2018/2019 - 1S

Cursos

Responsável Docente Responsabilidade Fernanda Maria de Jesus Andrade Responsável

Carga horária Horas/semana T TP P PL L OT/PL TPL OT E S Tipologia de aulas 3 Corpo docente Tipo Docente Turmas Horas Teórico-Práticas Totais 1 3,00 Fernanda Andrade   3,00

Língua de Ensino

Inglês

Objetivos de aprendizagem (conhecimentos, aptidões e competências a desenvolver pelos estudantes)

Aims
On successful completion of the course the student is able to:
- discuss the importance and increasing applicability of Services Marketing;
- describe the basic concepts and knowledge necessary to define the service provision;
- 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.

Conteúdos programáticos

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
4.4. 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


Evaluation Type
Continuous evaluation/ Final exam
Frequency Attainment
Individual Work with Presentation (40%)
Group projects of 3/4 students with a Final Group Essay (60%)
To be approved, 10 is the minimum mark in each of the components.
Final Evaluation
Exam (100%)
To be approved, 10 values is the minimum mark

Metodologias de ensino

Teaching Procedures
The main methodologies are:

▪ Lecture and participatory method.
▪ 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

Metodologia e provas de avaliação

Evaluation Type
Continuous evaluation/ Final exam
Frequency Attainment
Individual Work with Presentation (40%)
Group projects of 3/4 students with a Final Group Essay (60%)
To be approved, 10 is the minimum mark in each of the components.
Final Evaluation
Exam (100%)
To be approved, 10 values is the minimum mark





Evaluation Type
Continuous assessment

Individual Work with Presentation (40%)
Group projects of 3/4 students with a Final Group Essay (60%)
To be approved, 10 is the minimum mark in each of the components.
Final Evaluation
Exam (100%)
To be approved, 10 out of 20 is the minimum mark

Observações

Professor Fernanda Andrade C2.11

fernanda.andrade@esce.ips.pt

Mondays from 1200 to 13h 00.