Checking date: 22/03/2023

Course: 2023/2024

Marketing in the Services Sector
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG8: Ability to solve real problems. *CG17: Motivation for quality. Specific skills: *CE12: Analysis, evaluation and marketing decisions on specific sectors (services marketing and quality management, tourism and financial marketing, marketing of non-profit public organizations and international marketing). LEARNING OUTCOMES The student distinguishes between the different marketing instruments in the service sector. The student identifies the particularities of the services from the marketing management point of view of the company.
Skills and learning outcomes
Description of contents: programme
1. Introduction: basic characteristics of services. The gaps model of service quality. 2. Consumer behavior: evaluation of services. 3. Quality of Service. 4. The gaps for the enterprise. Strategic marketing and positioning services in the market. 5. Operational management of services marketing. 6. CRM services 7. Corporate social responsibility and ethical management
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 147 147 100 AF6 203 0 0 AF7 175 0 0 TOTAL SUBJECT 525 105 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Fisk, Grove and John. Interactive Services Marketing, 3 rd edition,. Houghton Mifflin. 2003

The course syllabus may change due academic events or other reasons.