ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 74.2 Hours of tutorials: 2.25 Expository Class: 18 Interactive Classroom: 18 Total: 112.45
Use languages Spanish, Galician
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Economics and Business Studies
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable
The main goal of this subjet is to offer to students specialized in Marketing a general view of marketing strategies in services sector.
Specific goals:
- marketing differences of services
- base issues of production of services system: customer, contact staff and material support
- internal and interactive marketing. Content and its use in services companies
- the importance of quality and application of quality models in service sector.
Topic 1: The services
Topic 2: differentiation of services
Topic 3: Customer management
Topic 4: Contact employee management
Topic 5: Quality service
Topic 6. Service recovery
D. HOFFMAN “Marketing de servicios: conceptos, estrategias y casos” Thomson, 2012
C. LOVELOCK “Marketing de servicios: personal, tecnologia y estrategia” eds. Pearson, 2015
V. ZEITHAML Y J. BITNER “Marketing de servicios”ed. Mcgraw-Hill, 2002
I. GRANDE ESTEBAN “Marketing de los servicios” de. ESIC, 2005.
C. LOVELOCK “Marketing de servicios: personal, tecnologia y estrategia” eds. Pearson, 2009
P. EIGLIER Y E. LANGEARD "Servucción - El Marketing de servicios" Ed. Mcgraw-Hill, Madrid 1989.
L. BERRY Y A. PARASURAMAN “Marketing de servicios : La calidad como meta” Gestión y empresa, G.E., Parramón, 1993.
T. SWARTZ and D. IACOBUCCI "Handbook of service Marketing and Management" Sage, 2000.
D. HOFFMAN “Services Marketing. Concepts, strategies & cases" South-Western, Cengage Learning, 2012
BASIC AND GENERAL:
CB1 - That the students have demonstrated to possess and to understand knowledge in an area of study that starts from the base of General secondary education, and is often found at a level which, while supported by advanced textbooks, also includes Some aspects that imply knowledge from the vanguard of its field of study
CB2 - That the students know how to apply their knowledge to their work or vocation in a professional way and have the Competencies that are often demonstrated through the elaboration and defense of arguments and the resolution of problems within your area of study
CB3 - Students have the ability to gather and interpret relevant data (usually within their area of study)
To make judgments that include a reflection on relevant social, scientific or ethical issues
CB4 - Students can transmit information, ideas, problems and solutions to a specialized and non-specialized audience specialized
CB5 - Students have developed those learning skills necessary to undertake further studies with a high degree of autonomy
CG3 - Know how to identify, gather and interpret relevant data on issues related to business, incorporating
in the elaboration of judgments and proposals the pertinent considerations on their social, scientific or ethical dimension.
CG4 - Know how to communicate information, ideas, problems and proposals to solve business issues both for a specialized and non-specialized public, making use of both verbal and written language and the means and techniques of representation of relationships and presentation of data that Are used in the discipline.
CG5 - Have the general knowledge and learning skills necessary to continue studying and to undertake
specialized studies in the different areas of the company and in other related areas, with a high degree of autonomy
SPECIFIC
B3 - Policy and commercial strategy decisions: marketing mix, price policies, distribution, promotion and product
D11 - Communicate fluently in your environment and work as a team
CROSS-DISCIPLINARY SKILLS
CT1 - Analysis and synthesis
CT3 - Oral and written communication
CT6 - Troubleshooting
CT10-Teamwork
The Theoretical classes will be taught in person according to the schedule programmed by the center. The computer and the projector cannon will be used as main supports of the subject, projecting transparencies and different material that serves as a guide to the explanations made. The professor will make the necessary material available to the students on the Virtual Campus.
The interactive sessions will be taught in person according to the schedule programmed by the center. In these face-to-face classes, students will try to apply the theoretical concepts. For this, practical business cases will be analyzed, readings of texts and articles will be commented debated, as well as other issues raised by the teaching staff.
The tutorials will be face-to-face, and some may be virtually through the different tools and platforms authorized by the USC.
1) Final test on content: 70% of the grade. The content test will be face-to-face and will include the entire program and the material exposed in the classes.
2) Activities in the interactive sessions: Resolution and participation in the analysis of cases, debate of readings, presentation of works and other activities related to the classes: 30% of the grade. These activities will be part of the continuous evaluation of the students.
To add the score of the content test and the interactive sessions, it will be a necessary condition that the student reaches a minimum grade of 3 points out of 7 in the final content test and that he has attended at least 60% of the interactive sessions. In the final grade the sum of both scores must be equal to or greater than 5 to pass the subject. When the student does not reach the minimum score necessary to pass the final exam, they will be graded with the grade obtained solely for participation in the interactive sessions.
This assessment will be applied in June and July. The score obtained in the continuous evaluation (30%) will be maintained in July. The students who do not obtain any score linked to the activities carried out in the classes will only be able to obtain a maximum of 7 pointsl, having to obtain a grade of 5 out of 7 points to pass the subject.
Competency assessment:
Continuous evaluation: CB1, CB2, CB3, CB4, CB5, CG4, D11, CT1, CT6, CT10
Final test: CB1, CB2, CB3, CB4, CB5, CG5, B3, CT1, CT3, CT6
Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific face-to-face test (100%). Exemption from attendance must be authorized in advance by the university. Students in this situation should contact the subject coordinator.
In cases of fraudulent performance of exercises or tests, the provisions of the “Regulations for evaluating student academic performance and reviewing grades” will apply.
It is advisable to complement the classes with the help of the textbooks recommended in the program as well as with the preparation of the proposed works. The classes focus on participation and discussion; thus, a good disposition of the student in this regard is of great importance.
The recommended time for passing the subject is as follows:
- Hours of face-to-face work in the classroom (expository, interactive, tutorials and exam): 45.
- Hours of autonomous work (autonomous study and preparation of activities): 57,5.
In this way, the activities involved in the learning, development and study of the subject during the course, as well as the different evaluation tests, involve a total of 112,5 hours of dedication by the student.
It is recommended that students work on the subject throughout the semester and bring the theoretical concepts up to date. In this way they can apply this knowledge to practical cases, text comments and exercises
Maria Teresa Garcia Garazo
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811632
- mariateresa.garcia [at] usc.es
- Category
- Professor: Temporary PhD professor
| Tuesday | |||
|---|---|---|---|
| 09:30-10:30 | Grupo /CLE_01 | Galician | Classroom 28 |
| Thursday | |||
| 09:30-11:30 | Grupo /CLE_01 | Galician | Classroom 28 |
| 01.20.2025 16:00-19:00 | Grupo /CLIS_01 | Classroom A |
| 01.20.2025 16:00-19:00 | Grupo /CLE_01 | Classroom A |
| 01.20.2025 16:00-19:00 | Grupo /CLIS_02 | Classroom A |
| 06.17.2025 09:00-12:00 | Grupo /CLIS_02 | Classroom B |
| 06.17.2025 09:00-12:00 | Grupo /CLIS_01 | Classroom B |
| 06.17.2025 09:00-12:00 | Grupo /CLE_01 | Classroom B |