| Code |
14377
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| Year |
2
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Marketing
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|
Entry requirements |
n.a.
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|
Learning outcomes |
Provide a broad perspective of the application of the marketing concept in the services sector, as well as the implementation of marketing strategies, taking into account their specificities and future trends
At the end of the course the student should be able to:
- Identify the differentiating characteristics of the services and their implications for the marketing process;
-Understand the service delivery process and its specifics;
- Be able to establish appropriate strategies for services.
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Syllabus |
I - Introduction to service management
II - The service provision process
III - Customer satisfaction
IV - The quality of the service
V - Service recovery
VI - People in services
VII - Demand and capacity management
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Main Bibliography |
Almeida, M. & Pereira, J. (2014). Marketing de Serviços, Edições Sílabo, 1ª Edição.
Dantas, J. (2013). Inovação e Marketing em Serviços. Lidel.
Hoffman, K, Bateson, J., Ikeda, A. & Campomar, M. (2010.) Princípios de Marketing de Serviços, Conceitos, Estratégias e Casos, Cengage Learning.
Saias; L. (2007). Marketing de Serviços – Qualidade e Fidelização de Clientes; Universidade Católica Editora.
Valarie A. Zeithaml; Mary Jo Bitner & Dwayne D. (2011). Marketing de Serviços: A Empresa com Foco no Cliente. 5ª edição. Bookman Editora.
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Teaching Methodologies and Assessment Criteria |
The evaluation of the discipline is continuous. The final evaluation will result from the composition of the following elements:
- 2 written tests (35% + 35%);
- Group work (max. 4 elements) applied to a real service company (30%).
The student cannot have less than 6 values in any of the evaluation elements.
Mandatory attendance: 60% of classes for access to assessment by frequency and by exam.
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Language |
Portuguese. Tutorial support is available in English.
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