Services Marketing

Scholar Year: 2023/2024 - 1S

Courses

Head Teacher Responsability Paulo Sérgio Ribeiro de Araújo Bogas Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Paulo Bogas   2,00 Practices Totals 2 4,00 Paulo Bogas   4,00

Teaching language

Portuguese

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

Make students aware of the importance and increasing applicability of Services Marketing.
Foster the acquisition of knowledge necessary to define the offer of services.
Know how to evaluate the appropriate marketing-mix policies against the strategy of a service company.
Develop skills for the perception of the value of services, customer satisfaction and the quality provided and perceived.

Syllabus

Introduction
Importance of service marketing.
Goods and services
Classification of services
Specificity and characteristics of services
Marketing strategy in service companies
marketing mix
Customer value and satisfaction

Demonstration of the syllabus coherence with the UC intended learning outcomes

The contents of the first and second points of the program will allow students to understand the importance of service marketing development in today's society. The third and fourth points focus on the differences between goods and services, the characteristics of services in general and the classification of services according to the various criteria. In this way, it allows students to develop the knowledge necessary to understand the following points, marketing strategy and the marketing-mix. The last point of the program corresponds to the last objectives, focusing on satisfaction and quality.

Teaching methodologies

Participatory method and design thinking.
Application of teaching techniques supported by tutoring and the teacher's work as advisor and facilitator, encouraging students, through exercises, practical cases, discussion, presentation, simulation of real situations and contact with the organizational reality, to find their own solutions, proposing a new service.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

Through the pedagogical methodologies, applied in practical and theoretical classes, as well as in the tutoring system, we will seek to develop the skills of autonomy, development of critical sense, flexibility and adaptation to new situations, as well as integration in teams of work.
Develop skills of market perception and analysis, knowing how to find new solutions and the correct adequacy of services, as well as their quality control.
Thus, in both theoretical and practical classes, students are encouraged to actively participate and carry out research and presentations, which develop self-confidence, communication skills and learning to learn.

Assessment methodologies and evidences

Continuous evaluation:
Final Grade = 0.70 I + 0.30 G

Attendance system

n.a

Bibliography

Wirtz, Jochen; Lovelock, Christopher (2021): Services Marketing: People, Technology, Strategy (9th Edition); World Scientific Publishing Company.

Observations

Office hours: is carried out according to the schedule posted on the door of the professor's office (C2.17)