Conhecimentos de Base Recomendados

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Objetivos

On successful completion of the course the student should:
- discuss the importance and increasing applicability of Services Marketing;
- describe the basic concepts and knowledge necessary to define the service offer;
- trace the policies of marketing-mix appropriate to a service company's strategy;
- develop the necessary competences to assess the perception of services' value, customers' satisfaction and provided, perceived quality.

Métodos de Ensino

The course will be supported by:

▪ Expository and class participation methods.
▪ Application of teaching techniques supported by tutorials and with the tutor acting as guide and facilitator, encouraging students through exercises, practical cases, argument, presentation, real life simulations and contact with organizational reality, to find their own solutions

Estágio(s)

Não

Programa

1.INTRODUCTION
1.1. The concept of service
1.2. The service sector
1.3. Services Marketing

2. SERVICES MARKETING
2.1. Importance
2.2. Development
2.3. Services Marketing today's Philosophy

3. GOODS AND SERVICES
3.1. Pure goods vs. pure services
3.2. Products and Services evolution
3.3. The Service dimension

4. THE CLASSIFICATION OF SERVICES
4.1. Traditional classifications
4.2. Other classification criteria
4.4. Types of services and marketing implications

5. CHARACTERISTCS OF SERVICES
5.1. Intangibility
5.2. Inseparability
5.3. Heterogeneity
5.4. Perishability
5.5 Problems associated with the specific of services

6. MARKETING STRATEGIES IN SERVICE COMPANIES
6.1. Market analysis
6.2. Market segmentation
6.3. The target segment
6.4 Positioning

7. MARKETING-MIX
7.1. Operationalization in Services
7.2. "Servuction" Model
7.3. Policies
7.4. Quality in Services

8. VALUE AND CUSTOMER SATISFACTION

Demonstração de conteúdos

Both theoretical and practice: Introducing theoretical concepts by using the lecturing method and analyzing practical cases by using a participatory approach as well, to improve student's abilities.

Demonstração da metodologia

▪ Lecture and participatory method
▪ Application of teaching techniques supported by tutorials and with the tutor acting as guide and facilitator, encouraging students through exercises, practical cases, argument, presentation, real life simulations and contact with organizational reality, to find their own solutions.

Students will participate actively in class, solve exercises, work individually and in small teams, do oral presentations develop research and solve practical cases, activities of
role –playing and also visit organizations to put into practice their knowledge.

Docente(s) responsável(eis)

Gustavo Quiroga Souki - 2.º Semestre

Bibliografia

SAIAS, L;Marketing de Serviços, Universidade Católica, 2007
HOFFMAN, K. e BATESON, J;Princípios de Marketing de Serviços, Thomson, 2006
LOVELOCK, C. e WIRTZ, J.;Marketing de Serviços, Prentice Hall, 2011