2017/18
27636 - Service Marketing
450 - Degree in Marketing and Market Research
Optional
5.2. Learning tasks
The program that the student is offered to help you achieve the expected results includes the following activities ...
Participatory Lectures:provide the necessary theoretical knowledge, accompanied by practical examples to facilitate the understanding and application of the concepts studied. These sessions will address the following contents:
Practical classes: where exercises and case studies related to each UNIT will be developed.
Tutelary activities and / or seminars: You can monitor the work done by the students, answer questions about the theoretical and practical contents of the subject and / or perform specific practices applied to the theoretical content.
Self study: includes activities study of theoretical and practical resolution of practical activities content.
Evaluation activities.
5.3. Syllabus
5.3.A. Synthetic Program
Unit 1. The importance of services
Unit 2. Marketing mix of services
Unit 3. The process services
Unit 4. Physical evidence in services
Unit 5. People in services
Unit 6. Customer services
Unit 7. The perceived quality of services
5.3.B. Analytical Program
UNIT 1. THE IMPORTANCE OF SERVICES
1.1.- Importance concept, identification and classification of services
1.2 Features of services
1.3.- Factors explaining the development of services
UNIT 2. MARKETING MIX OF SERVICES
2.1 The product variable services
2.2.- The variable communication services
2.3.- The variable price services
2.4. The variable distribution services
UNIT 3. THE PROCESS IN SERVICES
3.1.- line visibility
3.2 Failed points or deficiency
UNIT 4. THE PHYSICAL EVIDENCE IN SERVICES
4.1.- The space where the service is offered
4.2 Behavior in the service environment
4.3.- Operating environment Dimensions
UNIT 5. PEOPLE IN SERVICES
5.1.- The importance of people in the service
5.2 The role of the contact persons
5.3 Strategies for Managing Human Resources
UNIT 6. CUSTOMER SERVICES
6.1.- The customer service
6.2.- Social skills in service delivery: Listening, communication and call
6.3.- Failures in service
6.4.- Recovery service after a failure: Analysis and management of complaints
UNIT 7. PERCEIVED QUALITY IN SERVICES
7.1- Quality of service: conceptualization and models
7.2.- Customer satisfaction
7.3.- Customer loyalty