Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

MARKETING INDUSTRIAL E DOS SERVIÇOS - 2017/2018

2º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutora Joana Dias
Assistant Professor: Prof. Doutora Joana Dias

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

To understand the differences and the particularities at a marketing level in the industrial and service sectors, applying the principles of relational marketing for a better management efficacy.

Specific Aims/Objectives

Mastering the fundamental concepts, tools, models, strategies and tactics to manage the marketing components and the relationships with customers in the industrial and service sectors.

Skills to be acquired

To analyze, Plan, implement and monitor the activities of marketing management in the industrial and service sectors
Target industrial markets and analyze their behavior
Apprehend the specificity of the services
Understand and manage customer expectations
To measure and to analyze the satisfaction levels and quality perceptions in services
To understand the importance of customer relations management in both sectors
To implement strategies for keeping customers

Teaching Procedures

Theoretical-practical lessons and practices
case studies discussion
Practical exercises Application.

Programme

1. Industrial Marketing
1.1. Specifics of industrial marketing
1.1.1. Differences between the Industrial Marketing and the consumer goods marketing
1.2. Industrial Marketing and B2B
1.3. Markets and segments in the industrial market
1.3.1. Market segmentation in the industrial sector
1.4. Purchasing decision making in the industrial sector
1.4.1. Industrial buying behavior.

2. Services marketing
2.1. Specifics of marketing Services
2.2. Services characteristics
2.3. Services marketing mix
2.3.1. Gaps Model (PZB)
2.4. Buyer behavior in services
2.4.1. Management of user expectations.
2.4.2. Satisfaction and Oliver’s Disconfirmation Paradigm.
2.5. Service quality
2.5.1. SERVQUAL model (PZB)
2.5.2. Moment of truth and critical incidents

3. Relationship Marketing
3.1. The paradigm of relationship marketing.
3.1.1. Differences between relational and transactional marketing
3.2. The dimensions of relational marketing
3.3. The role of customer service and quality.
3.4. Relationship marketing mix
3.4.1. People and processes
3.5. loyalty levels
3.6. Customer retention strategies

Evaluation Type

Case study discussions
2 mini tests
1 Final test

Teaching Resources

Powerpoint/datashow
Moodle
Web

Sustainability Objectives

Keywords

Industrial Marketing
Services Marketing
Relatioship Marketing

Main Bibliography

Complementary Bibliography