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Services Marketing

Code 14377
Year 2
Semester S1
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
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.
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
Main Bibliography K. Douglas Hoffman, John E. G. Bateson, Ana Akemi Ikeda, Marcos Cortez Campomar (2010) Princípios de Marketing de Serviços, conceitos, Estratégias e Casos, Cengage Learning.
Valarie A. Zeithaml; Mary Jo Bitner; Dwayne D. Gremler (2011) Marketing de Serviços: A Empresa com Foco no Cliente. 5ª edição. Bookman editora.
Luís Saias (2007) - Marketing de Serviços – Qualidade e Fidelização de Clientes; Universidade Católica Editora.
José Dantas (2013) Inovação e Marketing em serviços. Lidel.
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 7 values in any of the evaluation elements.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-08

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