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ISCTE-IUL  >  Education  >  LG

Marketing Services (2 º Sem 2016/2017)

Code: L1814
Acronym: L1814
Level: 1st Cycle
Basic: No
Teaching Language(s): English, Portuguese
Friendly languages:
Be English-friendly or any other language-friendly means that UC is taught in a language but can either of the following conditions:
1. There are support materials in English / other language;
2. There are exercises, tests and exams in English / other language;
3. There is a possibility to present written or oral work in English / other language.
1 6.0 0.0 h/sem 36.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 1.0 h/sem 37.0 h/sem 113.0 h/sem 0.0 h/sem 150.0 h/sem
Since year 2012/2013
Pre-requisites Marketing Management
Objectives a) Know the differences between product and service
b) Familiarize with the elements of marketing mix for services
c) Understand the customer needs and preferences to make them satisfied and loyal
Program 1. Introduction to Services
2. Characteristics of service and Product-
service Continuum
3. Understanding service process and
classification of services
4. Service design and delivery
5. Service Quality
6. Consumer behavior
7. Customer Satisfaction and Loyalty
8. Complaints handling and Service recovery
9. Service Marketing Strategies
Evaluation Method Group assignments ? 40% (task ? 30 % and peer evaluation ? 10%)
Class participation ? 10%
Final written exam ? 50%
Minimum Attendance ? 80%
Teaching Method Lectures and case studies
Observations
Basic Bibliographic Services marketing : people, technology, strategy by Christopher Lovelock, Jochen Wirtz. Publisher - Prentice Hall, 2004, 5th Edition
Complementar Bibliographic