Objectives, Skills and Learning Outcomes Descriptive summary of curricular unit Through the combination of academic and professional knowledge, the subjects taught on B2B Marketing and Services, supported by practical exercises, will : - Provide students with specific knowledge and skills on B2B Marketing and Services Marketing; - Manage Marketing activities in companies of the service sector and industrial sector;
Objectives and expected learning outcomes
-1 Develop skills to select and use appropriate methodologies and tools for the management of a service company;
-2 Understand the specificities of the demand for industrial goods and the implications for marketing management;
-3 Know how to recognize the supply and demand of services;
-4 Develop competencies to make necessary decisions in the B2B market;
-5 Know how to manage a portfolio of relationships with B2B customers.
Skills to be developed After approval, students should be able to efficiently manage marketing activities of service company and a company that operates in the B2B market.
Programme
1. Introduction to Service Marketing
1.1 Concept of Service: distinction between goods and services 1.2 Reasons underlying the study of Service Marketing 1.3 Nature of Services: characteristics and challenges 1.4 Categories of services 1.5 The 7 P's of Service Marketing
2. The experience and process of providing the service
2.1 Processes and Experiences 2.2 Experience management and expectations 2.3 Pre-purchase phase. 2.4 Phase of service meeting. 2.5 Post-meeting phase.
3. New Services, Quality Management and Productivity
3.1 Development of new services. 3.2 Servitization 3.3 The concept of quality 3.4 Quality management in services 3.5 Productivity in services 3.6 Quality and productivity strategies in services
4. Marketing Strategies for Service Organizations
4.1 The Marketing-Mix of the Services 4.2 Segmentation of services 4.3 The creation of value in services 4.4 Managing Relationships 4.5 The commercial action in the service company 4.6 Marketing of Services in Specific Contexts
5. Introduction to B2B Marketing
5.1 Definition of B2B market 5.2 Differences between B2B Marketing and Consumer Marketing 5.3 Classification of products in B2B 5.4 Customer Rating B2B 5.5 Global B2B Strategy 5.6 Ethics in B2B
6. Market Segmentation in B2B
6.1 Segmentation differences between B2C and B2B 6.2 The segmentation process (STP) 6.3 Positioning 6.4 Price
7. The Future of B2B Marketing
7.1 Communication 7.2 Globalization 7.2 The technological factor
8. Account Management
Demonstration of the syllabus coherence with the curricular unit's learning objectives
The proposed program allows students to obtain a body of knowledge and develop the competencies foreseen in the objectives, as follows:
- Chapters 1, 2 and 3 meet objectives 1 and 2, which aims to develop marketing in services;
- Chapter 4 provide access to objective 3, targeting compatible service provision;
- Chapter 5, 6, 7 and 8 meet objectives 4 and 5 by encompassing the fundamental concepts of B2B companies.
Main literature
Zimmerman, A. and Blythe, J.;Business to Business Marketing Management A global perspective, 2nd. Edition, Routledge, 2013
Wirtz, J. and Lovelock, C.;Essentials of Services Marketing, 3rd Edition, Pearson Education Limited, England, 2018
Supplementary Bibliography
Lovelock, C. and Wirtz, J.;Marketing de Servicios. Personal, Tecnología y Estrategia, Septime Edition, Pearson Educación, México, 2015
Kleinaltenkamp, M., Plinke, W., Wilkinson, I. and Geiger, I. Editors ;Fundamentals of Business-to-Business Marketing Mastering Business Markets, Springer International Publishing, Switzerland, 2015
Mathur, U.C. ;Business to Business Marketing, New Age International (P) Limited, Publishers, 2008
Learning Methods
The pedagogical strategy is focused on several teaching / learning methodologies, namely active, expository, interrogative and problem solving methodologies.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Participação Presencial
2
Participação Presencial
4
Teste/Exame
4
Study
67
Total:
107
Continuous Assessment
One group work weighting 35% (30% for the work and 5% for the presentation)
One written test weighting 65%.
Demonstration of the coherence between the teaching methodologies and the learning outcomes
The methodologies take into account the characteristics of the curricular unit. Despite the theoretical nature, the use of case studies and other support materials aims to contribute to the achievement of the objectives of the curricular unit, from an applied or practical point of view.