Descriptive summary of course unit Through the combination of academic and professional knowledge, the subjects teached on Service Marketing and B2B Marketing are supported by practical exercises and will allow: - Provide students with specific skills and knowledge of Services Marketing and B2B Marketing; - Manage Marketing activities in companies in the service sector and the industrial sector;
Objectives and expected learning outcomes 1 Develop skills to select and use methodologies and tools suitable for managing a service company; 2 Understand the specifics of demand for industrial goods and the implications for marketing management; 3 Know how to match the supply and demand for services; 4 Develop skills to make informed decisions in the B2B market; 5 Know how to manage a portfolio of relationships with B2B customers.
Skills to be developed Students should be able to efficiently manage the marketing activities of a service company and a company operating 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 Marketing Services 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 The management of experience and expectations 2.3 Pre-Purchase Phase. 2.4 Phase of the service encounter. 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 Service Quality Management 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, Targeting and Positioning 4.3 The creation of value in services 4.4 Relationship management 4.5 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 6. 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 and 6 meet objectives 4 and 5 by encompassing the fundamental concepts of B2B companies.
Main literature
Alan Zimmerman, Jim Blythe;Business to Business Marketing Management A global perspective, Routdldge, 2018. ISBN: 9781138680760
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
Participação Presencial
9
Projetos
Projectos
40
Teste/Exame
4
Study
22
Total:
107
Continuous Assessment
- Carrying out a group work submitted through the E-Learning platform: 40%
- Individual research using the ABI-INFORM portal, submitted through the E-Learning platform.
- Carrying out two written tests: 60% (30% + 30%).
Under the general regulations:
a) The actual presence of students in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of contact sessions planned for each curricular unit, it will be automatically transferred to the final assessment of the normal season; b) In written tests and defined assessment elements, it is necessary to obtain a minimum grade of 7.5; c) If the student is absent or obtains a grade lower than 7.5 in the tests or assessment elements referred to in the previous paragraph, they will be automatically transferred to the final assessment of the normal season; d) If the student is absent or obtains a grade lower than 7.5 in the second written test (carried out on the same date as the final written test of the normal period), he or she may request registration for assessment in the appeal period; e) All written academic work included in the assessment (reports, case studies, etc.) must be submitted to the Turnitin database, available on ISAG's E-Learning platform, with a similarity rate of up to 30% being acceptable.
Final Exam
Individual written test: 100%
Special Assessment (TE, DA, ...)
In accordance with the study cycle regulations
Improvement of final grade
In accordance with the study cycle regulations
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.