Programme Structure for 2024/2025
| Curricular Courses | Credits | |
|---|---|---|
| 1st Year | ||
|
Marketing Strategy and Innovation in Service Design
6.0 ECTS
|
Marketing Strategy and Innovation in Service Design
• (LG1) Identify the fundamental principles of service design and its integration with marketing and business innovation strategies.
• (LG2) Investigate consumer behavior in service environments, identifying the particularities and unique challenges associated with these contexts.
• (LG3) Apply design thinking techniques and methodologies to develop innovative, customer-oriented marketing strategies in a services context.
• (LG4) Validate theoretical knowledge through practical case studies to develop problem-solving and decision-making skills related to service design and marketing.
• (LG5) Develop group projects and activities, demonstrating communication, leadership and teamwork skills in the context of service design and marketing.
(P1) Fundamentals of Service Design and Marketing
• Service Design Principles
• Introduction to services marketing strategies
(P2) Consumer Behavior and Design Thinking in Services
• Consumer behavior in services
• Integration of Design Thinking into marketing strategies
(P3) Strategic Marketing Plans for Services
• Strategic Marketing Plans for Services
• Challenges in services marketing
(P4) Innovation structures and technological impact
• Innovation Structures for Services
• Impact of technology on service design and marketing
(P5) Sustainable service innovation and ethical practices
• Promoting sustainable and ethical service innovation
• Responsible practices in services
(P6) Project:
• Marketing strategy in a service business
Assessment throughout the semester:
- Individual participation in classes (20%);
- Presentation and individual discussion of group work (30%);
- Group work report (50%);
This curricular unit is not assessed by exam.
Trott, Paul, Innovation Management and New Product Development, 7th Edition, 2022, Pearson Education, Kotler, P., Kartajaya, H., Setiawan, I., Marketing 5.0: Technology for Humanity, 1st Edition, 2021, John Wiley & Sons, USA, Loureiro, S. M. C., Romero, J., & Bilro, R. G. (2020). Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study. Journal of Business Research, 119, 388-409.
Loureiro, S. M. C., Japutra, A., Molinillo, S., & Bilro, R. G., Stand by me: analyzing the tourist–intelligent voice assistant relationship quality, 2021, Loureiro, S.M.C., Japutra, A., Molinillo, S. and Bilro, R.G. (2021), ""Stand by me: analyzing the tourist?intelligent voice assistant relationship quality"", International Journal of Contemporary Hospitality Management, Vol. 33 No. 11, pp. 3840-3859., https://doi.org/10.1108/IJCHM-09-2020-1032 Qu, Y., & Mardani, A. (2023). Market orientation, technological opportunity, and new product innovation performance. Journal of Business Research, 162, 113841. Arunachalam, S., Ramaswami, S. N., Patel, P. C., & Chai, L. (2022). Innovation-based strategic flexibility (ISF): Role of CEO ties with marketing and R&D. International Journal of Research in Marketing, 39(3), 927-946.