Checking date: 08/07/2020

Course: 2020/2021

Marketing in the Services Sector
Study: Master in Marketing (269)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

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 objetives: ¿ Understand the existing branding practices of firms and appreciate their limitations. ¿ Develop an understanding of profitable product and brand management
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
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Fisk, Grove and John. Interactive Services Marketing, 3 rd edition,. Houghton Mifflin. 2003

The course syllabus and the academic weekly planning may change due academic events or other reasons.