Services Marketing

Code:

ESG0011

Acronym:

MS

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2012/2013 - 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	37	Syllabus since 2007/08	1	-	6	56	162

Teaching language

English

Objectives

 

The course aims at developing competencies Services Marketing, whether businesses or companies providing services industries that include a service component in its global offering to customers. The course integrates a sound conceptual ground, with presentation and discussion of services marketing concepts and methods, with its application to the development of a marketing plan and case study analysis and discussion.

 

Learning outcomes and competences

At the end of the course, students should be able to:

1.     Understand the role of services marketing and its specific characteristics

2.     Understand and apply the services marketing concepts and tools to development marketing strategies and plans in organizations

3.     Understand and apply services marketing concepts to organizations

4.     Apply services marketing concepts and tools to support the development and launch of technology enabled services

 

Working method

Presencial

Program

1. FUNDAMENTAL CONCEPTS OF SERVICES MARKETING

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

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	51,00	0,00
Case study analysis and discussion	Trabalho escrito	12,00	15,00
Exam	Exame	2,00	40,00
Services marketing strategy and plan	Trabalho escrito	45,00	45,00
	Total:	-	100,00

Amount of time allocated to each course unit

Description	Type	Time (hours)	End date
attendance	Frequência das aulas	51
Study of services marketing concepts and tools	Estudo autónomo	30
exam preparation	Estudo autónomo	20
	Total:	101,00

Eligibility for exams

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

Calculation formula of final grade

 

Final Grade= 0.15*cases study+0,15*marketing strategy+0,3*marketing plan+0,4*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. Make an oral exam about the theme of the assignment or other themes professors deem necessary.

Classification improvement

According to General Evaluation Rules of FEUP