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

MARKETING INDUSTRIAL E DE SERVIÇOS - 2025/2026

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Jorge Figueiredo
Assistant Professor: Prof. Doutor Jorge Figueiredo

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

- Know and understand the differences and specificities in terms of marketing in the Industrial and services sectors, preserving the role of sustainability.
- Know how to use Industrial and Services Marketing management by applying the principles of Relationship Marketing.

Specific Aims/Objectives

- Master the fundamental concepts, tools, models, strategies and tactics to manage marketing components and customer relationships in the Industrial and service sectors.
- Apply sustainability concepts to companies, as well as communicate with ethical, semi-ethical and activist consumers.

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. Specificities of industrial marketing
1.1.1. Differences between Industrial Marketing and final consumer goods marketing
1.2. Industrial and B2B Marketing
1.3. Markets and segments in the Industrial market
1.3.1. Market segmentation in the industrial sector
1.4. Purchasing decision-making processes in the industrial sector
1.4.1. Industrial purchasing behavior.
1.4.2. The importance of sustainability in purchasing (Ethical, smi-ethical and activist buyers).

2. Services marketing
2.1. Specifics of Services Marketing
2.2. Features of services
2.2.1. Types of services
2.3. The marketing mix of services
2.3.1. Gap Model (PZB)
2.4. Purchasing behavior in services
2.4.1. Management of user expectations.
2.5. The quality of services
2.5.1. SERVQUAL model (PZB)
2.5.2. Moment of truth and critical incidents
2.5.3. Sustainability in services

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

4. Pricing - B&B and B&C
4.1. Calculation methods
4.2. Pricing Strategies

5. Logistics and Distribution - B&B and B&C
5.1. The central functions and dimensions of logistics
5.1.1. Warehouse management
5.1.2. Transport management
5.1.3. The Incoterms

6. Marketing Plans
6.1. The Marketing plan for sustainable industrial products
6.2. The Marketing plan for sustainable services

Evaluation Type

Case study discussions
2 mini tests
1 Final test

Teaching Resources

Powerpoint/datashow
Moodle
Web

Sustainability Objectives

Keywords

Industrial Marketing
Services Marketing
Social Marketing
Local and City Marketing
Sports Marketing

Main Bibliography

Complementary Bibliography