Services Marketing

Code:

ESG0011

Acronym:

MS

Keywords
Classification	Keyword
OFICIAL	Economics

Instance: 2023/2024 - 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	22	Syllabus since 2007/08	1	-	6	42	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
5. Use and apply the concepts and tools to understand the market.
6. Develop strategies and service marketing plans.
7. Be able to work in teams.

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

Philip Kotler, Kevin Lane Keller; Marketing management. ISBN: 978-0-273--75..6-0
Jochen Wirtz, Christopher Lovelock; Services Marketing: People, Technology, Strategy, 8th edition, World Scientific Publishing, 2016. ISBN: 978-1-944659-01-1

Complementary Bibliography

Fisk, Raymond P.; Interactive Services Marketing. ISBN: 978-0-618-64180-2
Wilson Alan 070; Services marketing. ISBN: 978-0-07-7131715

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

Designation	Weight (%)
Exame	30,00
Participação presencial	10,00
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	40,00
Estudo autónomo	56,00
Frequência das aulas	42,00
Trabalho de campo	10,00
Trabalho de investigação	14,00
Total:	162,00

Eligibility for exams

All assignmnets should be done in a  group. 
Students are required to fulfil the following group assignments to obtain aproval for the distributed component of evaluation: 
1. Presentation of Marketing Strategy (10% of final grade) 
2. Presentation of Marketing Plan (10%)
3. Wrtitten report of Marketing Plan (20%)
4. Case study presentation and discussion (20%)
5. Individual participation in classes, classes quizzes and case study discussion (10%)

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

The classification of the individual continuous assessment of each element of the working group may vary between -2 and +2 values according to the results of the inner work group assessment.

Calculation formula of final grade

Final Grade= 0,10*(individual participation in class and case study discussion) + 0,20* two presentations of marketing plan+0,20*marketing plan report+0,20*case study+0,3*exam 

Mandatory attendance in case study discussion and assignmnet presentation, otherwise will be penalized.

The classification of the individual continuous assessment of each element of the working group may vary between -2 and +2 values according to the results of the inner work group assessment.

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

In the exam is not possible to consult class materials.

 

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 for introduction 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.

The evaluation also involves a case study presentation and discussion.

Special assessment (TE, DA, ...)

Similar to ordinary students.
The presence during assignment presentations and participation in discussion is mandatory for all students.

Classification improvement

The classification of the component related to the exam can be improved in the appeal period of the academic year in which approval was obtained, or in the following academic year.

The frequency classification will be considered in the case of repeating the exam in the same academic year or in the following academic year.