With an academic career started in 2003, Ricardo Fontes Correia is ISM visiting Professor since 2013 and currently Associated Professor at the Polytechnic Institute of Bragança (Portugal) where he is the head of the Master programme in Tourism Marketing. Ricardo has served as an external consultant in programs such as the European Union Agris Program and Interreg. He has served as a consultant for the international company Deloitte & Touche and we should also emphasize his regular participation in research programs, conferences and international scientific meetings, as well as the publication of several chapters in books and articles in international journals.
Due to the recent silent revolution of “tertiarisation,” the service sector now accounts for almost two-thirds of GDP globally and is also the fastest growing sector worldwide. Odds are when somebody graduates there will be two to three times more jobs in service-oriented businesses than in goods based businesses. Indeed, all manufacturers today offer a number of services to their customers. As services are inherently relational, there are always relationships between a service organization and its customers. The key issue is whether a firm uses these relationships properly in the way it manages customers or not.
This course aims to provide an in-depth understanding of how services are marketed, with emphasis on the significant difference between marketing of services and marketing of products. The attraction, retention and building of strong customer relationships through quality service and services are at the heart of the course content. The focus will be on internationalisation of services in world-class organisations rather than on a particular country or culture.
During this course, you will: