Services Marketing 2011/12. Master of Science Program Code Msc Services Management. Ana Côrte-Real. Topics and Objectives

Transcription

1 2011/12 Academic Year dd/mm/aaaa Master of Science Program Code Msc Services Management MsScience Course Code Services Marketing Course Ana Côrte-Real Course Coordinator Ana Côrte-Real Lecturer name Class code adress Office number s and Objectives The program develops five basic concepts: Marketing fundamentals Marketing Services concept Customer Focus Service Strategy: Delivering and Performing the service Service evaluation s/program The purpose of discipline is to sensitize students to the strategic importance of the services and their specificities; Create or reinforce the importance of the development of relational marketing through the quality of services; Providing skills for the student establish a marketing strategy services capable of enhancing customer satisfaction and its retention by the service. Objectives

2 Index Syllabus...3 and other references...4 Study methods and other observations...4 Assessment...5 Academic calendar Structured around several topics, this document incorporates all elements regarding course presentation, namely syllabus and assessment. In this document the complete schedule of classes and the timing and types of assessment are included. It was written with the aim of helping the student to properly prepare his study throughout the year, identifying the objectives that should be reached, with respect to scientific or technical knowledge. A summary of the academic calendar distributing the academic schedule throughout the semester and identifying the crucial assessment moments closes this information set.

3 Syllabus 1. The Fundamentals of services Introduction to services Fundamental differences between goods and services Quality of services: Gap model 2. The focus on the client Decision-making in the customer marketing services The expectations of customers for services The establishment of the relationship with the customer 3. Strategy services Managing de Augmented Service Offering Service management principles Managing Marketing or Market-Oriented Management The Services pricing Integrated Marketing Communication services Managing Internal Marketing Managing Service Culture: The internal service imperative 4. Services evaluation Customer satisfaction Services quality Failure and recovery services Customer Retention

4 and other references Chernatony, L. Segal-Horn, S. (2003), The criteria for successful services brands, European Journal of Marketing, Vol. 37 No. 7/8, pp Gronroos, C. (1994), From marketing mix to relationship marketing: towards a paradigma shift in marketing. Management Decision, Vol. 32 No. 2, pp. 4. Gronroos, C. (1994). The relationship marketing process: communication, interaction, dialogue, value, The Journal of Business & Industrial Marketing, Vol. 19 No. 2, pp Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson. Storbacka, K., Strandvik, T. & Gronroos, C. (1994), Managing customer relationships for Profit: the dynamics of relationship quality, International Journal of Service Industry Management; Vol. 5 No.5, pp Zeithaml, Valarie A., Bitner, Mary Jo e Gremier, Dwayne D. (2009), Services Marketing: Integrating Customer Focus Across the firm insert relevant websites Internet Websites Study methods and other observations The methodology of the course focuses on the presentation of practical cases, and the theoretical development of the consequences that derive them. More than teaching the student a series of techniques and recipes, we want to give you the chance to reflect and discuss real situations, with practical significance and prospects of research on theoretical concepts transmitted.

5 Assessment a. Normal Assessment Period The evaluation is done through a working group (50%) and an individual project (50%). The respective weight of each one in the final grade is 50%, which must be positive note (more than 7.5 points) in the two tests to pass the course. Group work (50%) The group work aimed at developing a marketing plan that applies the analysis model developed in the discipline to a specific service brand chosen by the group. The draft work (1 page) due in class on October 13, will (1) indicate the composition of the group, (2) make a brief presentation of the brand chosen and (3) explain the reasons for the choice made. The final text of each marketing plan, to be orally presented and in last class of the module (12 January) Although this is a team work, the assessment will be individualized. Take into account not only the collective performance in research and development of the written project, but also the performance of each member of the presentations and final discussion at the plenary session of evaluation. Individual Test (50%) Students for your individual project will select a topic from the field of marketing services and prepare a literature review on this topic. The projects are expected to be 10 to 20 pages ( words) long and can be written in the following languages. english or portuguese. It is a requirement for students to have success in the subject to do the work group. At the appeal final exam, students may only repeat the individual work b. Reseat The Access to the Appeal Final Exam is limited. Students might choose to submit to a maximum of 18 ECTS throughout the entire program.

6 Lecture 1 Marketing fundamentals The importance of Marketing The scope of marketing Company orientations toward the marketplace Cannon, J., Perreault Jr., W. e McCarthy, E. Jerome (2008), Basic Marketing: a global-managerial approach, 16th edition. McGraw-Hill International Edition, New York, NY. Kotler, P. e Keller, K. L. (2006), Marketing Management, 12th edition. Pearson Prentice Hall, Upper Saddle River, NJ.

7 Lecture 2 Developing Marketing strategies and plans Marketing and customer value Corporate and division strategic planning Business Unit Strategic Planning Cannon, J., Perreault Jr., W. e McCarthy, E. Jerome (2008), Basic Marketing: a global-managerial approach, 16th edition. McGraw-Hill International Edition, New York, NY. Kotler, P. e Keller, K. L. (2006), Marketing Management, 12th edition. Pearson Prentice Hall, Upper Saddle River, NJ.

8 Lecture 3 The nature and Contents of a Marketing Plan Capturing marketing insights Connecting with customers Identifying market segments and targets Building strong brands Crafting the brand positioning Implementation and control Cannon, J., Perreault Jr., W. e McCarthy, E. Jerome (2008), Basic Marketing: a global-managerial approach, 16th edition. McGraw-Hill International Edition, New York, NY. Kotler, P. e Keller, K. L. (2006), Marketing Management, 12th edition. Pearson Prentice Hall, Upper Saddle River, NJ.

9 Lecture 4 The Nature of services and service consumption, and its marketing consequences Introduction to services Fundamental differences between goods and services Service and relationship quality Gap model Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson.

10 Lecture 5 The focus on the client Decision-making in the customer marketing services The expectations of customers for services The establishment of the relationship with the customer Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson.

11 Lecture 6 The expectations of customers for services Presentation of work in progress Presentation of work in progress Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson.

12 Lecture 7 Service Strategy Strategy services Managing de Augmented Service Offering Service management principles Managing Marketing or Market-Oriented Management The Services pricing Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson.

13 Lecture 8 Integrated Marketing Communication services Integrated Marketing Communication services Managing Brand Relationships and image Managing Internal Marketing Managing Service Culture: The internal service imperative Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson. This lecture topic will be discussed during the workshops: insert session number

14 Lecture 9 Services evaluation Customer satisfaction Services quality Failure and recovery services Customer Retention Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson.

15 Lecture 10 Presentation of marketing plans Presentation of marketing plans Gronross, C (2000), Service Management and Marketing A Customer Relationship Management Approach, John Wiley & Sons, Chichester Hoffman, K. Douglas e Bateson, John. (2002), Essentials of Services Marketing: concepts, strategies & cases, Thomson.

16 Academic calendar Seervices Marketing Marketing fundamentals Developing Marketing strategies and plans The nature and Contents of a Marketing Plan The Nature of services Main dates: Lecture 1 Lecture 2 Lecture 3 Lecture 4 Week 1 Week 2 Week 3 Week 4 Week 5 Presentation of work in progress 3th December Final presentations 12 January insert date The Focus on the client The expectations of customers for services Presentation of work in progress Service Strategy Lecture 5 Lecture 6 Lecture 7 Week 6 Week 7 Week 8 Week 9 Integrated Marketing Communication services Services evaluation Presentation of marketing plans insert date insert date insert date Essay/Assignment/Report insert date Comprehensive Exam Lecture 8 Lecture 9 Lecture 10 Final Exam (Reseat) Week 10 Week 11 Week 12 Week 13 Week 14 This table provides an integrated view of the semester: main topics and assessment. Lecturer can request from students other kinds of assessment.