Services Marketing

Code:

2MK07

Acronym:

MS

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2023/2024 - 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	25	Bologna Official Syllabus	1	-	3,5	27	94,5

Teaching language

Portuguese

Objectives

Learning outcomes and competences

1. Students will know the service marketing literature, being able to systematize and discuss the theory;


2. Students will be able to use specialized technical instruments for professional application in the services area; and


3. Students will be able to initiate and to develop research in the field of service.

Working method

Presencial

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

NA

Program

1. Introduction: society of services and servitization


2. The nature of services: "Processes" and "Experiences"


3. Demand and supply of services


4. Consumer behavior of services


5. The interdisciplinary of marketing services: marketing, operations management and people management


6. The management of the experience, service relationships and commercial action services businesses


7. Organization and management of service networks

Mandatory literature

Lovelock, C. and Wirtz, J.; Services Marketing: People, Technology, Strategy, 9th edition, World Scientific Publishing, Co Pte Ltd, 2021. ISBN: 978-1-944659-82-0 (softcover)

Complementary Bibliography

Zeithaml, Valarie A.; Bitner, Mary Jo and Gremler, Dwayne D.; Services Marketing – Integrating Customer Focus Across the Firm, 7th edition, International Edition, McGraw-Hill, 2018
Proença João Manuel Frias Viegas FEP; Marketing de serviços públicos. ISBN: 978-972-592-218-7
Gronroos, Christian; Service Management and Marketing: Customer Management in Service Competition, third edition, John Wiley & Sons, Ltd., West Sussex, England, 2007
Swartz Teresa A. 340; Handbook of services marketing and management

Teaching methods and learning activities

Theoretical and practical classes where the various contents are presented and discussed. Use of real Cases for analysis and discussion. Students should take the recommended readings for each class in order to prepare their in-class discussion.

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Teste	40,00
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	40,00
Frequência das aulas	21,00
Trabalho escrito	33,50
Total:	94,50

Eligibility for exams

Participation in the group work and the individual test are required to obtain approval in the discipline. The final classification is obtained by the following calculation:
- Quality of intervention in classes and works presented in group: 60%
- Individual Evaluation: 40%
Comments:
1) The works are group and mandatory (even for those who are going through the appeal period);
2) A grade lower than 7.0 in any test fails the student;
3) At the time of appeal, only the classification of the individual event can be improved.

Calculation formula of final grade

Classification improvement

Only the classification of the individual evaluation can be improved and at the time of appeal.