Services Marketing

Code:

2MK07

Acronym:

MS

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2018/2019 - 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	40	Bologna Official Syllabus	1	-	3,5	27	94,5

Teaching language

Suitable for English-speaking students

Objectives

Recognize and explain the services marketing, and its critical aspects when compared with the goods marketing. Understand the importance of relationships in services management.

Apply the main principles within the domain of marketing strategy to the service organizations. Explain, distinguish and relate the concepts of service quality, satisfaction and productivity.

Learning outcomes and competences

In this course you will learn:
- How marketing in service-producing organizations differs from marketing in goods-producing organizations.
- Strategies and tactics for addressing these challenging differences.
- How to develop an effective marketing strategy.
- Concepts, frameworks and tools for performing a services marketeer role.

Working method

Presencial

Pre-requirements (prior knowledge) and co-requirements (common knowledge)

NA

Program

The nature of services marketing.


• Service concept: distinction between goods and services
• Reasons to study Marketing Services

• Nature of Services: characteristics and challenges

 Fundamentals of Management and Marketing in Services


• Processes and Experiences

• Management of experience and expectations


 The customer involvement in the service process and management of the meeting. Targeting and relationship management.

 Quality and productivity in services.


 The Marketing Mix in Services


• Product

• Price

• Promotion

• Placement

• People

• Process

• Physical Environment


Mandatory literature

Christopher Lovelock and Jochen Wirtz; Services Marketing: People, Technology, Strategy

Complementary Bibliography

K. Douglas Hoffman ; Services Marketing: Concepts, Strategies, & Cases
Valarie Zeithaml and Mary Jo Bitner; Services Marketing: Integrating Customer Focus across the Firm
Kasper Hans; Services marketing management. ISBN: 0-471-98490-6

Teaching methods and learning activities

Theoretical exposition of the course content and analysis of real examples. Discussion of the theoretical concepts and case studies in the classroom. Presentations of students’ works based on valuable readings and case studies. Helping and supervising of the students in the study of materials, analysis of the cases, resolution of practical exercises, and the team work project.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	30,00
Trabalho escrito	20,00
Trabalho prático ou de projeto	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	30,50
Estudo autónomo	22,00
Frequência das aulas	21,00
Trabalho de campo	6,00
Trabalho escrito	15,00
Total:	94,50

Eligibility for exams

In order to be approved in the course the student should obtain an average grade of 10 points out of the different evaluation components.

Calculation formula of final grade

1. Individual written test (30%): in the same date of the final exam (época normal)


2. Individual Written project (20%): Individual analysis of the problem and proposal of a solution/type of solution (to be delivered before class) which will be discussed in class in groups.


3. Group project (50%): Group discussion in class (individual evaluation- 10%), Presentation of the service to be developed (10%), and Written report (30%). The grades are individual and there will exist peer evaluation.

Students should have a minimum grade of 7 on each component of the evaluation

Classification improvement

In additional exam (100%).