Services Marketing
Cod: 61026
Department: DCSG
Scientific area: Management
Total working hours: 156
Total contact time: 15

The course unit aims to provide students with additional training to that obtained previously in other marketing course units, leading them to understand what is specific in services and to analyze the consequences in terms of marketing actions. The intangibility, heterogeneity, inseparability and perishability of services, bring forward particular challenges for marketers; the purpose is to provide students with skills to deal with those constraints.

Customer Loyalty

The course unit will enable future graduates to acquire skills in the areas of marketing services that will provide added value for future managers, executives and entrepreneurs.
It is intended that at the end of this course the student will have acquired the following competencies:
• Understand the definition of services marketing and how to discuss in detail the fundamental concepts and strategies that differentiate the marketing of services from the marketing of tangible goods.
• Master the concepts of operations, understand the importance of the balance between the operational and marketing functions in the management of services, and to discuss strategies for developing new services.
• To be able to measure customer satisfaction and describe tactics for attaining customer loyalty.

1. Introduction to Services

2. Services in the ICT era

3. The Marketing of Services

4. The Client as the central element of the Organization

5. The Quality Factor in Services

6. Management of resources in the context of Services

7. Planning and Marketing Plan


Almeida, M.R. & Pereira, J.M. (2014). Marketing de serviços. Lisboa: Edições Sílabo.
2. Optional:
Celeste, P. & Moniz, L.B.(2019). Marketing performance: 80 métricas de marketing e vendas. Lisboa: Clube do Autor.
Kotler, P., Kartajaya, H. & Setiwan, I. (2017). Marketing 4.0: Mudança do tradicional para o digital. Coimbra: Actual
Dantas, J. (2013). Inovação e marketing em serviços. Lidel
Fisk, R. Grove, S. & Joby J.  (2013). Services marketing interactive approach (4th ed.). Cengage Learning.
Gronroos, C. (2016). Service management and marketing: Managing the service profit logic (4th ed.). Wiley.



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%).

Basic texts are written in Portuguese, however students are recommended to be competent in English because complementary readings may be in English.