The services marketing course is design to offer students a practical and theoretical overview of marketing emphasizing services perspective and importance. The course will apply the principles of service marketing to organizations in the private, public and not for profit sectors. Is intended to enable students and promote a thorough understanding of services marketing theory and key concepts, especially those issues that arise from the differences between the market of tangible products and the marketing of services. It is also aimed with this course:
1. To enlarge knowledge and understanding of vocabulary associated with services marketing strategy;
2. To promote an awareness of consumer behavior in services context;
3. To develop capabilities to define strategies and operational plans for services companies.
1. Introduction to Services
2. Delivering and Performing Service
3. Consumer Behavior in Services
4. Services Marketing Mix
A combination of lectures, videos, discussions, group projects and written assignments will be used to achieve the objectives of this course. The focus of all course activities will be on understanding and application of the concepts presented.
Lovelock, C. e Wirtz, J. (2011). Services Marketing, 7ª Ed., Prentice-Hall.
Curtis, T. (2008). Marketing for Engineers, Scientists and Technologists, 1ª Ed., Wiley.
Palmer, A. (2005). Principles of Service Marketing, 4ª Ed., McGraw Hill.
Grönroos, C. (2006). Service management and marketing: customer management in service competition, 3ª Ed., John Wiley & Sons, Ltd.
Hoffman, K. e Beteson, J. (2006). Services Marketing Concepts, Strategies, & Cases, 3ª Ed., Thompson.
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