Competencies and objectives

Provisional information. Pending approval by the School/Faculty Board.

 

Course context for academic year 2025-26

Service Marketing is an optional 6-credit ECTS course taught in the fourth course of the Degree in Marketing.

The subject provides the student with the basic knowledge and skills for the performance of the marketing activity in service companies. In this regard, it emphasizes the strategic role that marketing plays in companies of this nature, as well as the challenges that service-based business models must identify and face in the 21st century.

In this way, the subject addresses the importance of services in the global economy, service-based business models, innovative service design, service marketing mix, customer relationship management, and quality management in organizations of this nature. In doing so, different areas of service marketing (such as cultural and leisure marketing, sports, tourism, health, education, financial, etc.) are addressed while paying special attention to the digital environment and the role of the consumer as a co-creator of value.

 

 

Course competencies (verified by ANECA in official undergraduate and Master’s degrees) for academic year 2025-26

Transversal Competences

  • CT1 : Leer y comunicarse en el ámbito profesional en un idioma extranjero, en especial en inglés.
  • CT2 : Usar habitualmente las herramientas informáticas así como la tecnología de la información y las comunicaciones en todo su desempeño profesional.
  • CT3 : Capacity for oral and written communication.

 

Specific Competences

  • CE22 : Comprender los factores que intervienen en la toma de decisiones de marketing en el ámbito social, público, digital, en los servicios y en la investigación de la opinión pública.
  • CE7 : Ser capaz de aplicar los conocimientos de marketing y las técnicas de investigación comercial, bien cualitativas o bien matemáticas, estadísticas y econométricas, en la definición de soluciones de negocio.

 

Competencias Básicas y Generales:>>Generales

  • CG1 : Adquirir capacidad para la búsqueda y análisis de información relevante que permita interpretar la evolución de los mercados de bienes y servicios y formular una estrategia de marketing.
  • CG9 : Mostrar capacidad de síntesis en el análisis de los entornos económicos y empresariales y al emitir juicios basados en los datos obtenidos.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2025-26

• To know the basic fundamentals, methods and applications that preside over the marketing discipline applied to the services.

• To know the stages of the process for designing new services and the elements involved in that process.

• To know the specificities of the application of marketing instruments (intangible product, price, distribution and communication) in services.

• To understand the value of managing customer relationships across service companies to achieve business and marketing goals.

• To understand the importance of quality management in service companies to achieve business and marketing objectives.

• To be able to develop a proposal for the launch of a new service.

 

 

General

Code: 21535
Lecturer responsible:
Martínez Navarro, Jesús
Credits ECTS: 6,00
Theoretical credits: 1,20
Practical credits: 1,20
Distance-base hours: 3,60

Departments involved

  • Dept: MARKETING
    Area: MARKETING AND MARKET RESEARCH
    Theoretical credits: 1,2
    Practical credits: 1,2
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught