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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.
Dionísio, P., Guerreiro, J., Faria, H., Rodrigues, V. & Canhoto, R. (2024). AI_Novator Marketing na Era da Inteligência Artificial e da Sustentabilidade – Gen AI e ESG, Bertrand Editora, ISBN: 9789722548250.
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 final assessment will be based on the following elements:
- 2 written tests (30%+30%);
- Periodic activities (10%);
- Completion of a group project (max. 4 members) applied to a real service company (30%).
- Students may not receive less than 7 points in any of the assessment elements.
- Compulsory attendance: 75% of classes (students with more than 25% absences will fail, even if the average of the various assessment elements is above 10 points, and will not be admitted to any exam period).
- In order to be admitted to the examination, students must participate in all elements that are part of the continuous assessment, with the exception of periodic activities.
Normal Examination Period / Resit Examination Period – 100%
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