Master in Marketing De Servicos

Tuition fees are 750 EUR per year.

In an economy increasingly defined by intangible value, the challenge of marketing services requires a departure from traditional product-centric models. As customer expectations evolve and digital transformation reshapes service delivery, organizations must navigate the complexities of simultaneous production and consumption, customer participation, and the critical role of human interaction in value co-creation.

This elective, offered as part of the Porto Business School Marketing Management postgraduate curriculum, provides a focused exploration of these dynamics. It is designed for professionals looking to master the specific nuances of service-based businesses, equipping them with the analytical and strategic tools to build effective service marketing plans.

Programme Objectives

• Identify the forces and trends currently transforming the service marketing landscape.
• Master core service marketing concepts and anticipate future industry shifts.
• Apply strategic frameworks to develop and implement robust marketing service plans.
• Enhance leadership and collaborative skills within teams to drive service innovation.
• Cultivate effective interpersonal communication skills to manage stakeholder relationships in diverse business contexts.