2024
Services Marketing
Name: Services Marketing
Code: GES10966M
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese
Sustainable Development Goals
Learning Goals
By the end of the module students should:
- Be familiar with the core concepts and techniques in services marketing;
- To understand the specific characteristics of services marketing;
- Be aware of the importance of internal marketing for service management;
- Be able to understand and analyse services consumption and buying behaviour in different markets;
- Be able to analyse, to design and to plan services marketing strategies.
- Be familiar with the core concepts and techniques in services marketing;
- To understand the specific characteristics of services marketing;
- Be aware of the importance of internal marketing for service management;
- Be able to understand and analyse services consumption and buying behaviour in different markets;
- Be able to analyse, to design and to plan services marketing strategies.
Contents
1 - Foundations for Services Marketing
2 - Services Marketing and the Customer
3 - Internal Marketing and Services Marketing
4 - Marketing Strategies for Service Organizations
2 - Services Marketing and the Customer
3 - Internal Marketing and Services Marketing
4 - Marketing Strategies for Service Organizations
Teaching Methods
The teaching sessions are a combination of theory and practice and mix the deepening of theoretical knowledge, methodological and empirical research and its application to concrete cases. In class:
- Student involvement will be sought, through the promotion of dialog, discussion of ideas and opinions, in order to promote students ability for reasoning, abstraction and oral exposition;
- Analysis and discussion of case studies;
- Promotion and supervision of individual and group research work.
For assessment the students must do:
- Group essay (50%)
- Case Study (50%)
- Student involvement will be sought, through the promotion of dialog, discussion of ideas and opinions, in order to promote students ability for reasoning, abstraction and oral exposition;
- Analysis and discussion of case studies;
- Promotion and supervision of individual and group research work.
For assessment the students must do:
- Group essay (50%)
- Case Study (50%)
Certificações
