From SSKE

FEUP MESG - Services Engineering and Management

Services Marketing Course

Objectives, Skills and Learning Outcomes

It is intended that students understand the role of marketing services in the management of organizations, whether businesses or companies providing services industries that include a service component in its global offering to customers. The course places students in contact with the main concepts and tools to develop strategies and plans for marketing services. It is also intended to put students in contact with the main challenges and opportunities in the area of marketing services, including the development of technology-based services.

Program

1. BASIC CONCEPTS OF MARKETING SERVICES
    1.1. Fundamental Marketing Concepts
    1.4. The services distinctive characteristics  
    1.2. Strategies and Plans of Marketing Services
2. THE ENVIRONMENT AND THE MARKET
    2.1. Information Systems and marketing studies
    2.2. Creating value and management of the relationship with the customer (CRM)
    2.3. B2C and B2B markets
3. IDENTIFICATION OF TARGET MARKETS AND THE OFFER POSITIONING
    3.1. Segmentation and identification of target markets
    3.2. Development of service strategy
    3.3. Positioning the provision of service
4. DEVELOPING THE SERVICE EXPERIENCE
    4.1. Frameworks for service experience management
    4.2. The central service and additional services
    4.3. The process of service provision
    4.4. The physical environment and the tangible aspects of service provision
5. CO-CREATION OF SERVICE EXPERIENCE
    5.1. The management of employees in service provision
    5.2. The management of customer in service co-creation
    5.3. Channels Management to service provider
    5.4. The policy in the price of services
    5.5. Communication strategy in services
6. CHALLENGES OF MARKETING SERVICES

Visit the Service Marketing Course Website.