The subject focuses on the study of the uniqueness of Marketing in its application to Organizations and Service Sectors and other intangible goods such as social causes, cities, political parties, etc..

In order to study this subject, it is advisable to have studied before and, preferably, to have passed the general subjects of Commercial Management and others related to the variables of the Marketing Mix (Distribution, Communication, etc).

Defining and conceptualizing services is not simple because under this term lies a heterogeneous set of products and intangible activities that are difficult to include under a simple definition.

Service organizations offer intangibles as the core element in their product. However, they are also difficult to separate from tangible products, as both can be linked in varying degrees.

The specific study of services has been relegated to this background of an offer consisting mainly on a tangible element, along with the set of premises and decision policies that result most obvious for these tangible goods. However, today, services offered by both businesses and non-profit organizations are vital to our economic and business system and require a different treatment in the application of the principles of marketing.

This course aims to analyze the particularities of these sectors and organizations and their impact on Marketing Management. It is about knowing the action Marketing Services companies and other institutions perform in general, and further, analyzing particular sectors, such as social services, banking services, tourism services or health services, among others.

It also aims to develop the ability to analyze the complex reality of real organizations and learn how to interpret their key variables. Finally, as for the presence learning scheme in the classroom, it is also intended to develop the ability to work in groups and to expose publicly the work done in small groups, where the capacities of empathy, consensus, teamwork, critical thinking will be developed, etc.

This program is intended as a statement of objectives to be met through different means: lectures, reading articles, analysis of case studies, papers and presentations in the classroom by students, etc.



Specific competences of this subject:

To get the necessary knowledge and abilities in order to gather and use information as a resource for finding-out business opportunities.

To become aware of the value of information as a valuable resource for the enterprise.

Among the generic competences, to gain abilities in order to apply correctly the data-gathering techniques taught in this subject.

Unit 1: AN INTRODUCTION TO SERVICES MARKETING: ITS MARKETS, PRODUCTS AND CLIENTS

1.1.- Concept and Origin of Services Marketing

1.2.- Services as Objects of Exchange. Concept, Features, Typology and Markets/Clients

1.3.- Differences of Services from Physical Products and Implications for Marketing Management

1.4.- The Marketing Management of Services Businesses: Main Elements

1.5.- Important Definitions Related to Services Marketing: Relationship Marketing, Internal Marketing, External Marketing

1.6.- The Service Dominant Logic and co-creation process of intangibles



Unit 2: CUSTOMER RELATIONSHIP MANAGEMENT, QUALITY OF SERVICES AND THE HUMAN FACTOR OF SERVICES MANAGEMENT

2.1.- Concept and origin of services marketing

2.2.- Services as objects of exchange. Concept, features, types and markets/customers

2.3.- The importance of human resources in the management of services

2.4.- The 7 Ps of Services Marketing



Unit 3: DISTRIBUTION AND RETAIL SERVICES

3.1.- Introduction: Intermediaries, Functions and Utilities

3.2.- The distribution Process of Services

3.3.- The Retail Sector as a Hub of Services

3.4.- An Adaptation of Quality Asssessment to Retailing



Unit 4: THE MARKETING OF FINANCIAL SERVICES

4.1.- The Nature of Bank Activity and Its Links with Marketing

4.2.- The Price Fixing Process in Financial Service Firms

4.3.- The Marketing of Relationships in Financial Service Firms



Unit 5: THE MARKETING OF PUBLIC SERVICES

5.1.- The Nature of Public Activities: General Overview

5.2.- Quality Assessment in Public Services

5.3.- Quality Assessment in the case of Public Medical Services

5.4.- The Management of Processes in the case of Public Medical Services



Unit 6: THE MARKETING OF TOURISTIC SERVICES

6.1.- Economic and Social Relevance of Tourism

6.2.- The Demand Side in Touristic Services

6.3.- The Offer Side in Touristic Services

6.4.- The Service Encounter Process

6.5.- The Multiplicity of Services in Tourism

6.6.- An Adaptation of the Co-Creation Definition in the case of Tourism Services



Unit 7: MARKETING OF CITIES, REGIONS AND COUNTRIES

7.1.‐ Introduction

7.2.‐ Main features in City Marketing

7.3.‐ Stakeholders in a City

7.4.‐ Strategic Marketing Planning in a City



Unit 8: NON-PROFIT AND SOCIAL SERVICES MARKETING

8.1.- Exchange on the basis of non-profit organizations

8.2.- Max Neef's Theory of Human Needs on Services and O.I.

8.2.- The Social Focus of Marketing

8.3.- Social marketing concept and basic characteristics

8.4.- Design of Social Marketing plan

8.5.- Social Marketing versus Corporative Social Marketing

8.6.- Theory of fundamental human needs (Max Neef)

Teaching method:

Lessons given by the teacher in the classroom.

Completion and presentation to the class of a final written report in groups.

Activities during class-hours.



Evaluation system:

Final written exam.

Complementary written report evaluation (in groups of up to 4 students).

Activities to be completed either in the classroom or at home, but assigned only to students engaged via continuing evaluation.

Students willing to opt for the Final evaluation-only scheme will have to participate in a Final written report nonetheless, and will complete an exam totalling 80% of the subject. For the rest of students, see in "Herramientas y porcentajes de calificación" (Exam 60% / Activities 20% / Final written group report 20%)



SPECIAL NOTE DUE TO COVID-19 PANDEMIC: Class sessions will be both online and in person. In this second case, we are assuming the group size allows for students presence into a class-room. If for safety concerns in-person class sessions were not feasible, then we will pass into online teaching.



FINAL NOTE:

Further details will be given by the teacher during the presentation of the subject in the first sessions of the course, and in the eGela pages of the English group of this subject.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 60
  • Individual works (%): 15
  • Team projects (problem solving, project design)) (%): 20
  • Exhibition of works, readings ... (%): 5

For the case of the FIRST exam round, BEFORE THE EXAM TAKES PLACE, the student will have to select one of the following two evaluation alternatives:

CONTINUOUS EVALUATION:

*Activities in class (individual and in groups): 20%

*Written report & Presentation to the class (in groups): 20%

*Final written exam: 60%



NON-CONTINUOUS EVALUATION:

* Written report & Presentation to the class (in groups at the end of teaching term): 20%

* Final written exam: 80%

For the case of the second exam round, BEFORE THE EXAM TAKES PLACE, the student will have to select one of the following two evaluation alternatives:

1.- Either complete a written exam worth 60% of the final qualification, and sum this result to the marks obtained from the Activities and final written report throughout the first semester.

2.- ...or complete a written exam worth 80% of the final mark, and sum this mark to an individual written report worth 20% of this final mark.

In order to get the final ‘pass’, students will have to pass the exam as well. The teacher will give more details about the type of exam, number of questions, etc in the coming classroom hours.

Slides and other materials will be available via eGela service.

Basic bibliography

Palmer, Adrian (1994): Principles of services marketing, McGraw-Hill Book, London.



Thomas, Richard K.(2008): Health Services Marketing. A Practitioner's Guide, Springer, New York (USA)





[IN SPANISH:]

AGUIRRE GARCIA, M.S. (Coordinadora): Marketing en Sectores Específicos. Pirámide, Madrid, 2000.



CUBILLO PINILLA, J.M. y CERVIÑO FERNANDEZ, J (Coordinadores): Marketing Sectorial. ESIC, Madrid, 2008

In-depth bibliography

ALDAMIZ-ECHEVARRÍA, C.: Marketing en ONGs de Desarrollo. Editado por Fundación Emilio Soldevilla e IEPALA. Bilbao, 2003

BARRANCO, J.: Marketing Político. Pirámide/ESIC, Madrid, 2003.

BARROSO CASTRO, C.: Marketing Bancario. Un Enfoque Estratégico. Esic. 1995.

BARRUTIA, J.M.: Marketing Bancario en la era de la Información. Pirámide/ESIC, 2002

BERRY, L. y PARASURAMAN, A.: Marketing de Servicios. La Calidad como Meta. Parramón. 1993

CHIAS, J.: Marketing Público. Por un Gobierno y una Administración al Servicio del Público. Mc Graw-Hill. 1995.

CUBILLO PINILLA, J.M. y CERVIÑO FERNANDEZ, J (Coordinadores), (2008): Marketing Sectorial. ESIC, Madrid

ELIZAGÁRATE, V.: Marketing de Ciudades. Pirámide/ESIC, Madrid, 2003.

FANTOVA AZCOAGA, F. (2000): "Investigación y desarrollo de un modelo de gestión para organizaciones no lucrativas de servicios sociales" Tesis doctoral Dirigida por Ángel Toña Güenaga, Bilbao. Pdf disponible en: http://www.plataformavoluntariado.org/resources/179/download

GRÖNROOS, C.: Marketing y Gestión de Servicios. La Gestión de los Momentos de la Verdad y la Competencia en los Servicios. Diaz de Santos. 1994.

KOTLER, P., BROWEN, J. y MAKENS, J.: Marketing para Turismo. PEARSON Perntice-Hall, Madrid, 2008

KOTLER, P y ROBERTO, E.L.: Marketing Social. Díaz de Santos. 1992.

LAMATA, F.; CONDE, J.; HORNO, M.: Marketing Sanitario. Diaz de Santos. 1994.

LUQUE, T. (1996): Marketing Político. Un análisis del intercambio político. Ariel,

McGOLDRICK, P.; GREENLANDS, S. (1996): Comercialización de Servicios Financieros. McGraw-Hill,

POZA LLEIRA, de la J.M.: Marketing Turístico (1993). Oikos-Tau.

RIVERA, Jaime y MAS, Carlos (2015): Marketing Financiero. Estrategias y planes de acción. Ed. ESIC, Madrid.

Journals

More info: See eGela

Web addresses

More info: See eGela