Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2017/2018
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
9
Year of study: 
2
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
72

Language

Italian and English for seminars and some Blended lessons

Course description

The course aims to define the evolution of the service economy in the international scenario providing issues, principles, concepts, models of service management and marketing. Global trends, challenges and best practice of international firms are presented to enhance understanding of the diverse business models of service firms and define possible implications for competitive advantage of the service firms in global scenario.
The learning objectives of the course are outlined below:
Knowledge and understanding: the student must be able to understand the changes of the global scenario, the main trends, the different business models of the different types of service enterprises, the competitive dynamics and the possible development and competitive strategies that can be implemented in the different territorial contexts.
Ability to apply knowledge and understanding: at the end of the course, the student will be able to interpret the different business models of service companies, include the best practices of national and international companies, define possible strategic and operational decisions that will help to pursue competitive advantage in the national and international competitive scenario, dealing with operational aspects in the various business areas of businesses.
Judgement: learning the management models of the service enterprises, the student will be able to understand the competitive dynamics, the critical success factors and the sources of competitive advantage of the service firms as well as the effectiveness of various management levers. Through project work, students will acquire a capacity to interpret the business global world and develop an attitude to problem solving.
Communication skills: the student must be able to answer clearly and exhaustively both the written and the oral test questions. Through the presentation of project work, the student will also develop the ability to make a powerpoint presentation and explain their analysis in a synthetic manner, explaining best practices and limitations of different case studies.
Learning abilities: the student must demonstrate a good learning ability by deepening his knowledge on relevant and relevant bibliographic references for the subject field to be studied. The student will also have to demonstrate how to apply knowledge gained in management issues and to develop strategic choices and management models suited to different typologies of service firms.

Prerequisites

The course is addressed to master students in management. Basic knowledge in marketing and management is required.

Syllabus

Service Economy in global scenario: issues, principles, concepts and models. Typologies and characteristics of the services. Management and marketing of the service firms. The consumer decision-making process. The service delivery. Strategies and competitive advantage in the service firms. Service management: serviscape, human resources management and customers. Quality management and customer satisfaction. Value co-creation processes. Value-based service brand.
Best practice of the international service firms are presented and discussed: financial services, public services, ICTs, leisure & hospitality, wholesale and retail, transportation, professionals services, education, health services, other services.

The content of the course can be divided into several parts of lessons, whose duration depends on the level of preparation of the students and their familiarity with the diverse typologies of service firms. The course is structured as follows:
I Part (8 h):
Service Economy in global scenario: issues, principles, concepts and models. Typologies and characteristics of the services.
II Part (24 h):
Management and marketing of the service firms. The consumer decision-making process. The service delivery. Strategies and competitive advantage in the service firms.
III Part (12 h):
Service management: serviscape, human resources management and customers. Quality management and customer satisfaction. Value co-creation processes. Value-based service brand.
IV Part (20 h):
Best practice of the international service firms are presented and discussed: financial services, public services, ICTs, leisure & hospitality, wholesale and retail, transportation, professionals services, education, health services, other services.
V Part (8 h):
Elaboration of project work. Students, in groups, analyze specific national and international service firms highlighting competitive leverage and critical success factors. Presentations give rise to discussions that allow to integrate deep theoretical contents during the course.

Service Economy in global scenario: issues, principles, concepts and models. Typologies and characteristics of the services. Management and marketing of the service firms. The consumer decision-making process. The service delivery. Strategies and competitive advantage in the service firms. Service management: serviscape, human resources management and customers. Quality management and customer satisfaction. Value co-creation processes. Value-based service brand.
Best practice of the international service firms are presented and discussed: financial services, public services, ICTs, leisure & hospitality, wholesale and retail, transportation, professionals services, education, health services, other services.

The content of the course can be divided into several parts of lessons, whose duration depends on the level of preparation of the students and their familiarity with the diverse typologies of service firms. The course is structured as follows:
I Part (8 h):
Service Economy in global scenario: issues, principles, concepts and models. Typologies and characteristics of the services.
II Part (24 h):
Management and marketing of the service firms. The consumer decision-making process. The service delivery. Strategies and competitive advantage in the service firms.
III Part (12 h):
Service management: serviscape, human resources management and customers. Quality management and customer satisfaction. Value co-creation processes. Value-based service brand.
IV Part (20 h):
Best practice of the international service firms are presented and discussed: financial services, public services, ICTs, leisure & hospitality, wholesale and retail, transportation, professionals services, education, health services, other services.
V Part (8 h):
Elaboration of project work. Students, in groups, analyze specific national and international service firms highlighting competitive leverage and critical success factors. Presentations give rise to discussions that allow to integrate deep theoretical contents during the course.

Teaching Methods

The course will be organized in frontal lessons, case study and seminars of managers. The program will be developed in a theoretical and practical way, providing knowledge about the management of service enterprises with reference to the tools used in such specific contexts. In this perspective, interactive front lessons and case studies are provided, which will be opportunities for checking the acquired knowledge.

Textbooks

Mudie P., Pirrie A., (2006), Service Marketing Management, Elsevier.
Edvardsson B., Enquist B., Hay M. (2006), Values-based service brands: narratives from IKEA, Managing Service Quality, 16 (3), 230-246.
Galvagno M., Dalli D., (2014), Theory of value co-creation: a systematic literature review, Managing Service Quality, 24 (6), 643-683.
Mohsin A., Lockyer T. (2008), Customer perceptions of service quality in luxury hotels in New Delhi, India: an exploratory study, International Journal of Contemporary Hospitality Management Vol. 22 No. 2, 2010 pp. 160-173.

Learning assessment

For the course participants, a first checkpoint is represented by the presentation of project work in power point and a discussion in the classroom. All students (course participants and non-course participants) will take an oral examination. Voting, expressed in thirtieths, will be the result of the oral examination and, but for those who follow the course it will also include the project elaborated and presented.
In itinere, the learning is also assessed by exam simulations and exercises, both without a vote.

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