Services Marketing

Code:

ESG0011

Acronym:

MS

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2011/2012 - 2S

Active?	Yes
Responsible unit:	Department of Industrial Engineering and Management
Course/CS Responsible:	Master in Services Engineering and Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MESG	39	Syllabus since 2007/08	1	-	6	56	162

Teaching language

Suitable for English-speaking students

Objectives

It is intended that students understand the role of marketing services in the management of organizations, whether businesses or companies providing services industries that include a service component in its global offering to customers. The course places students in contact with the main concepts and tools to develop strategies and plans for marketing services. It is also intended to put students in contact with the main challenges and opportunities in the area of marketing services, including the development of technology-based services.

Program

1. BASIC CONCEPTS OF MARKETING SERVICES
1.1. Fundamental Marketing Concepts
1.4. The services distinctive characteristics
1.2. Strategies and Plans of Marketing Services
2. THE ENVIRONMENT AND THE MARKET
2.1. Information Systems and marketing studies
2.2. Creating value and management of the relationship with the customer (CRM)
2.3. B2C and B2B markets
3. IDENTIFICATION OF TARGET MARKETS AND THE OFFER POSITIONING
3.1. Segmentation and identification of target markets
3.2. Development of service strategy
3.3. Positioning the provision of service
4. DEVELOPING THE SERVICE EXPERIENCE
4.1. Frameworks for service experience management
4.2. The central service and additional services
4.3. The process of service provision
4.4. The physical environment and the tangible aspects of service provision
5. CO-CREATION OF SERVICE EXPERIENCE
5.1. The management of employees in service provision
5.2. The management of customer in service co-creation
5.3. Channels Management to service provider
5.4. The policy in the price of services
5.5. Communication strategy in services
6. CHALLENGES OF MARKETING SERVICES

Mandatory literature

Fisk, Raymond P.; Interactive Services Marketing. ISBN: 978-0-618-64180-2
Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen ; Marketing Management, Prentice Hall, 2009. ISBN: ISBN-10: 0273718568 ; ISBN-13: 978-0273718567

Complementary Bibliography

Lovelock, Christopher; Services Marketing. ISBN: 0-13-187552-3
Grönroos, Christian; Service Management and Marketing: Customer Management in Service, John Wiley & Sons, 2007. ISBN: 978-0470028629

Teaching methods and learning activities

Theoretical-practical classes will be based on the presentation of concepts and tools of services marketing, discussion of case studies and articles and presentation and discussion of students’ assignments.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	36,00
	Total:	-	0,00

Eligibility for exams

Students have to reach a minimum grade of 37.5% in all assignment components.

Calculation formula of final grade

Final Grade= 0.4*group assignment +0.6*exam

Examinations or Special Assignments

The continuous assessment component will comprise the development of a services marketing plan, which may be focused in a new plan for an existing company, in a plan of introduction of a new service in an existing company, or in the development of a new service along with the creation of a new company.
This assignment will be developed during the semester as the different marketing concepts and tools are presented and discussed in class.

Special assessment (TE, DA, ...)

Students with special status who cannot attend classes have to:
1. carry out an individual assignment to be set by the professors
2. attend an oral exam about the theme of the assignment or other themes professors deem necessary.

Classification improvement

According to General Evaluation Rules of FEUP