Marketing of Information Services

Code:

MCI0005

Acronym:

MSI

Keywords
Classification	Keyword
OFICIAL	Social Science

Instance: 2009/2010 - 1S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MCI	25	Plano de estudos oficial	1	-	6	60	162

Teaching language

Portuguese

Objectives

This course unit aims to make students understand the role of Marketing in organisation management, as well as the particularities of Marketing of Information Services.
Students will be familiar with the main concepts and tools which enable them to develop strategies and plans of Marketing of Information Services.

Program

1. INTRODUCTION
1.1 Fundamental concepts of Marketing
1.2 Marketing strategies and plans
1.3 Distinctive aspects of Services Marketing
2. SURROUNDING ENVIRONMENT AND MARKET
2.1 Information systems and marketing studies
2.2 Value creation and client relationship management
3. IDENTIFICATION OF TARGET MARKETS AND OFFER POSITIONING
3.1 Segmentation and identification of target markets
3.2 Positioning
4. STRATEGY OF SERVICES
4.1 Planning and development of a service
4.2 Management of service provision channels
4.3 Price policy in services
4.4 Communication strategy in services
5. SERVICE EXPERIENCE DESIGN
5.1 The process of service provision
5.2 Capacity management
5.3 Physical environment and tangible aspects of service provision
5.4 The importance of people in the process of service provision
5.5 Services quality
6. PARTICULARITIES OF MARKETING OF INFORMATION SYSTEMS

Mandatory literature

Fisk, Raymond P.; Interactive Services Marketing. ISBN: 978-0-618-64180-2

Complementary Bibliography

Kotler, Philip; Marketing management. ISBN: 0-13-015684-1
Lovelock, Christopher and Jochen Wirtz; Services Marketing: People, Technology, Strategy, Pearson: Prentice Hall, 2006

Teaching methods and learning activities

Theoretical-practical classes will be based on the presentation of marketing concepts and tools, along with the discussion of case studies, presentation and discussion of group assignments.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	52,00
	Total:	-	0,00

Eligibility for exams

A mandatory group assignment: Marketing plan for an organization of information services provision.

Calculation formula of final grade

Final Grade= 0.4*continuous assessment +0.6* final exam

Final Exam: open book exam – 2 hours long
Students have to reach a minimum grade of 7.5 out of 20 both in the continuous assessment component and exam. Besides, they have to reach a minimum average grade of 10 out of 20 to complete the course unit.

Special assessment (TE, DA, ...)

Students with special status, who cannot attend classes, will have to:
- perform an individual assignment (to be set by the professor)
- attend an oral exam about the assignment or about other subject matter, which the professor deem necessary.