Marketing of Services

This subject is intended for students to delve into the concepts of service marketing, so that they can successfully adopt different business strategies in this sector. Specifically, it is intended that those who take this subject get to know and understand the following aspects:

-The differentiating characteristics of the services.
-The basic elements of the service production system: client, contact personnel and physical support
-Internal and interactive marketing, its content and its use in service companies.
-The importance of quality and the application of quality models in the service sector.

UNIT 1: Nature of the services.
UNIT 2: Differentiating characteristics of services.
UNIT 3: Customer management.
UNIT 4: The management of contact personnel.
UNIT 5: The quality of services.
UNIT 6: Strategies for the recovery of the service.

BASIC BIBLIOGRAPHY:
D. HOFFMAN “Marketing de servicios: conceptos, estrategias y casos” Thomson, 2012

COMPLEMENTARY BIBLIOGRAPHY:
C. LOVELOCK “Marketing de servicios: personal, tecnologia y estrategia”. Pearson, 2009
V. ZEITHAML Y J. BITNER “Marketing de servicios”. Mcgraw-Hill, 2002
I. GRANDE ESTEBAN “Marketing de los servicios” de. ESIC, 2005.
P. EIGLIER Y E. LANGEARD "Servucción - El Marketing de servicios" Ed. Mcgraw-Hill, Madrid 1989.
L. BERRY Y A. PARASURAMAN “Marketing de servicios : La calidad como meta” Gestión y empresa, G.E., Parramón, 1993.
C. GRONROOS "Marketing y gestión de servicios" ed. Diaz de Santos, 1994.
T. SWARTZ and D. IACOBUCCI "Handbook of service Marketing and Management" Sage, 2000.
D. HOFFMAN “Services Marketing. Concepts, strategies & cases" South-Western, Cengage Learning, 2012

BASIC and GENERAL:
CB1 - That students demonstrate possessing and understanding knowledge of an area of ​​study that starts from the base of general secondary education and that is usually found at a level that, although it is supported by advanced textbooks, also includes some aspects that imply knowledge coming from the forefront of their fields of study.
CB2 - That students know how to apply their knowledge to their work or vocation in a professional way and possess the competencies that are usually demonstrated through the development and defense of arguments and problem solving within their area of ​​study.
CB3 - That students have the ability to gather and interpret relevant data (usually within their study area) to make judgments that include a reflection on relevant social, scientific or ethical issues.
CB4 - That students can transmit information, ideas, problems and solutions to both specialized and non-specialized audiences.
CB5 - That students develop those learning skills necessary to undertake further studies with a high degree of autonomy.
CG4 - Know how to communicate information, ideas, problems and proposals for solutions to business issues both to a specialized and non-specialized public, making use of both verbal and written language as well as the means and techniques of representation of relationships and presentation of data that they are used in discipline.
CG5 - Possess the general knowledge and learning skills necessary to continue studying and to undertake specialized studies in the various fields of the company and in other related areas, with a high degree of autonomy.


SPECIFIC
B3 - Commercial policy and strategy decisions: marketing mix, pricing policies, distribution, promotion and product policy.
D11 - Communicate fluently in their environment and work as a team

TRANSVERSAL
CT1 - Analysis and synthesis.
CT3 - Oral and written communication
CT6 - Troubleshooting
CT10 -Teamwork

In the lecture sessions, the fundamental contents of the topics that make up the program will be explained, with the completion of various questions to encourage student participation. In the interactive sessions, cases, exercises and articles of interest in service marketing will be discussed. In addition, students will be given the opportunity to attend conferences and visit companies.

The evaluation of the academic performance of the students will be carried out by means of an exam to be carried out on the official date set by the center and complementary activities carried out by the student.

The grade obtained in the exam constitutes 70% of the final score. The assessment of the activities carried out in the classroom (cases, exercises, participation in debates ...) constitutes the remaining 30%.

To add the score of the interactive sessions, it will be a necessary condition that the student reaches a minimum grade of 3 points out of 7 in the final content test. In the final grade, the sum of both scores must be equal to or greater than 5 to pass the subject.

This assessment will be applied in the two ordinary calls (June and July) in such a way that the score obtained in the continuous evaluation (30%) will be maintained for the July call. Students who do not obtain any score related to the activities carried out in the classes will only be able to obtain a maximum of 7 points in this call, having to obtain a grade of 5 out of 7 points to pass the subject.

The students who are granted a class attendance exemption (according to Instruction No. 1/2017 of the General Secretariat on class attendance exemption in certain circumstances), will be evaluated with a specific final exam that will suppose 100% of the grade.

SKILLS ASSESSMENT:
Continuous evaluation: CB1, CB2, CB3, CB4, CB5, CG4, D11, CT1, CT6, CT10
Final exam: CB1, CB2, CB3, CB4, CB5, CG5, B3, CT1, CT3, CT6

For cases of FRAUDULENT PERFORMANCE OF EXERCISES OR TESTS, the provisions of the USC Regulations for the evaluation of academic performance of students and for the review of grades will apply.

The subject has a workload of 4.5 ECTS.

Contact hours: 45 hours
Hours personal work of the student: 67.5 hours
Total working hours: 112.5 hours

For the preparation of the subject, it is recommended that the student work throughout the course, keep the theoretical concepts up to date, use the support material provided in the classes and maintain continuous communication with the teacher through of personal tutorials.
For participation in practical cases, prior study of the theoretical concepts of the subject is recommended.