Marketing de Serviços › 44175

The purpose of this course is to offer a wide approach to services marketing, describing its evolution as scientific discipline, and introducing students to some relevant and/or emerging research topics in the field from a conceptual and methodological perspective.

1. The scientific context and challenges in services marketing research

1.1     The service concept: evolution and approaches

1.2     Service Marketing and Management Foundations

1.3     Service Research Evolution

1.4     Service Dominant Logic

2. Relevant topics in services

2.1     Relationship Marketing

2.2     Internal Marketing

2.3     Brand Relationships

2.4     Emerging Strands and other Topics in Service Research

Assessment is based on two elements:

1. An individual assignment and its presentation. The assignment consists in a literature review or conceptual paper on one of the emerging strands in service research or other relevant topic in the field. This element accounts 85% (25% for the presentation and discussion, and 60% for the paper) for the final grade.
2. Participation in class (Session 1 and Session 2). This element accounts 15% (7.5% in each session) for the final grade.

n.a.

The course is offered in three sessions. First and second session are devoted to the presentation of theoretical concepts by instructor, and discussion in class based on the recommended readings. In the third session, students present their assignments.

General readings

Gronröos, C. (2007). Service Management and Marketing: Customer Management in Service Competition (3rd Ed.). West Sussex, England: John Wiley & Sons Ltd.

Kasper, H., Helsdingen, P., & Gabbott, M. (2006). Services Marketing Management: A Strategic Perspective (2nd Ed.). West Sussex, England: John Wiley & Sons Ltd.

Lovelock, C. & Wirtz, J. (2011). Services Marketing - People, Technology, Strategy (7th Edition). Londres: Prentice Hall.

Nobre, H. (2014). Relevant Topics in Services [working paper]. Doctoral Programme in Marketing, DEGEI, University of Aveiro.