Marketing de Serviços (LGVR)
Cod: 61083
Department: DCSG
Scientific area: Management
Total working hours: 156
Total contact time: 15

The aim of the course is to provide students with additional training to that previously obtained in marketing courses, leading them to understand what is specific about services and to analyze the consequences in terms of marketing actions. The intangibility, heterogeneity, inseparability and perishability that characterize services pose specific challenges for marketing managers; the aim is to equip students with the skills to deal with these constraints.








1- Understand what services marketing is and how to work with it


2- Know how to conceive and implement fundamentals in the field of services marketing


3- Master the concepts of segmentation and positioning in services


4- Understand the importance of services marketing for customer satisfaction and loyalty.

1. introduction to services


2. Services in the ICT era


3. Services marketing


4. The customer as a central element of the organization


5. The Quality Factor in Services


6. Resource management in the context of services


7. Marketing planning


1. Almeida, M.R. & Pereira, J.M. (2014). Marketing de serviços. Lisboa: Edições Sílabo.

2. Celeste, P. & Moniz, L. B.(2019). Marketing performance: 80 métricas de marketing e vendas. Lisboa: Clube do Autor.


1. Carvalho, L. (2016). Marketing de Produtos e Serviços. Londrina, Brasil: Editora e Distribuidora Educacional, SA.


Continuous assessment is privileged: 2 digital written documents (e-folios) during the semester (40%) and a final digital test, Global e-folio (e-folio G) at the end of the semester (60%). In due time, students can alternatively choose to perform one final exam (100%).

Good computer skills from a user perspective, especially in word processing and the internet.


A focus on scientific articles related to the marketing of services at retaho will help to understand and consolidate concepts related to the business.




Although many of the texts are in Portuguese, a good command of English will be desirable