Services' Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

The teaching methodologies used in this course involve exposition of contents, the viewing and critical discussion of movies exhibiting managerial practices of service organizations, the discussion of case studies, and the presentation and discussion of assignments developed by students in real settings.

Students can choose to be assessed solely through an exam. Alternatively, students can complement the exam with the development of an assignment based on a real service organization.

Learning Outcomes

Given the economic dominance of service activities in developed countries, this course will focus on the challenges associated with the marketing of services, along with the strategies to deal with its specificities. Consequently, students will develop the competencies to make a diagnosis and take the actions that will maximize customer satisfaction in service organizations.

More specifically, students should: grasp the specificities of services and the impact that these have on consumer behavior; understand the importance of expectations and perceptions of consumers about services and measure both in a practical service context; understand and operationalize the behavior of consumers in services; understand and apply the tools necessary for the successful development of new services; and finally understand and manage the challenges associated with the provision / delivery of the planned service to buyers.

Work Placement(s)

No

Syllabus

Part I: Introduction to services and the gaps model of service quality

Part II: Focus on the customer: consumer behavior in services, expectations, satisfaction and service quality

Part III: Understanding customer requirements in services: customer research in services, retaining customers, complaint behavior and complaint management

Part IV: Developing services: blueprinting, service standards, and physical evidence

Part V: Service delivery: managing employees, customers, and demand and capacity

Head Lecturer(s)

Filipe Jorge Fernandes Coelho

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

• ZEITHAML, Valarie A.; BITNER, Mary Jo; GREMLER, Dwayne D. (2013), Services Marketing: Integrating Customer Focus Across the Firm, 6th ed., New York, McGraw-Hill.

Or:

• WILSON, Alan; ZEITHAML, Valarie; BITNER, Mary Jo; GREMLER, Dwayne - Services Marketing: Integrating Customer Focus Across the Firm. 3rd European ed. McGraw-Hill. 2016.