Services Marketing

Code:

2MK07

Acronym:

MS

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2012/2013 - 2S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	42	Bologna Official Syllabus	1	-	3,5	27	94,5

Teaching language

Portuguese

Objectives

(i) Understanding the main tools of services marketing. (ii) Developing rational decision processes in management and marketing in services. (iii) Developing analytical skills and critical competencies concerning services marketing strategies.

Learning outcomes and competences

Students are expected to know specific characteristics of Services and to develop Marketing strategies in Services.

 

Working method

Presencial

Program

1. Introduction to services marketing: the nature of services marketing: processes and experiences. 2. Managing the service experience. 3. Service consumer behaviour 4. Building the service model and managing the customer interface 5. Advanced services marketing.

Mandatory literature

Hoffman, K. Douglas; Bateson, John E. G.; Wood, E. H. and Kenyon, A. K. K.; Services Marketing – Concepts, Strategies & Cases, South-Western Cengage Learning EMEA, London., 2009. ISBN: 978-1-84480-813-7

Complementary Bibliography

Gronroos, Christian,; Service Management and Marketing: Customer Management in Service Competition, third edition,, John Wiley & Sons, Ltd., West Sussex, England., 2007
Swartz, Teresa and Iacobucci, Dawn (eds.),; Handbook of Services Marketing and Management,, Sage Publications, London., 2000.
Zeithaml, Valarie A.; Bitner, Mary Jo and Gremler, Dwayne D.,; Services Marketing – Integrating Customer Focus Across the Firm, four edition,, McGraw-Hill, International Edition, Singapore., 2006
Lovelock, C. and Wirtz, J.; Services Marketing: People, Technology, Strategy, 6th edition,, Pearson - Prentice Hall, Upper Saddle River, New Jersey., 2007
Vieira, José Manuel Carvalho; Inovação e Marketing de Serviços, Verbo, Lisboa, 2000
Brito, Carlos Melo e Lencastre, Paulo; Os Horizontes do Marketing, Verbo, Lisboa, 2000
Proença, João F.; Marketing de Serviços Públicos – Casos de Estudo, Dinternal, Escolar Editora., 2008. ISBN: ISBN: 978-972-592-218-7
Peppers, Don; Rogers, Martha (PhD) e Dorf, Bob; One-to-One Field Book, Capstone Publishing Limited, 1999

Teaching methods and learning activities

Theoretical/experimental classes. Case studies illustrating actual corporate problems. Prior to the case studies’s presentation and discussion, students are expected to analyse them thoroughly. Other educational tools (texts, articles, etc.) framing and systematizing the various course sections.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
	Trabalho escrito		60,00
	Exame		40,00
	Total:	-	100,00

Calculation formula of final grade

- Written Test: 40% - Fieldwork: 60%