Services Marketing

Code	9840
Year	1
Semester	S1
ECTS Credits	4
Workload	TP(12H)
Scientific area	Marketing e Estratégia
Entry requirements	NA
Learning outcomes	Teaching objectives UC Marketing de Serviços intends to address the various themes and challenges of research in the area of service marketing. The various aspects of service research with different approaches are presented and discussed. The UC is optional and fits into the 1st semester of the Doctoral Program, reporting research fundamentals in one of the most prominent areas of marketing and with influence on the discipline as a whole. Learning outcomes - Describe and criticize the development of research in services. - Describe and contrast studies in the main topics of research in services. - Contrast and reflect on emerging themes in the science of service.
Syllabus	1. The scientific context and challenges in service marketing research. 2. Relevant topics in Services. 3. Emerging themes in service marketing.
Main Bibliography	Ostrom, A., Parasuraman, A., Bowen, D., Patrício, L., Voss, C. (2015) Service Research Priorities in a Rapidly Changing Context, Journal of Service Research, Vol 18, Issue 2, pp. 127 – 159. Rafaeli, A., Altman, D., Gremler, D., Huang, M., Grewal, D., Iyer, B., Parasuraman, A., Ruyter, K. (2017), The Future of Frontline Research, Journal of Service Research, Vol 20, Issue 1, pp. 91 – 99. Ranjan,K. & Read, S., (2016), Value co-creation: concept and measurement, Journal of the Academy of Marketing Science, Vol. 44, Issue 3, pp. 290-315. Vargo, S. & Lusch, R. (2004) Evolving to a New Dominant Logic for Marketing. Journal of Marketing: January 2004, Vol. 68, No. 1, pp. 1-17.
Language	Portuguese. Tutorial support is available in English.