The weight of services on GDP is constantly growing in all countries, especially in the West. Today, more than half of the gross domestic product of European countries comes from the service sector, while in the United States the percentage rises to 77%. It is therefore clear that service companies are a key node in economic development and have assumed an important position as a driver of economic development, reducing the role played so far by the production sector.In particular, it is worth noting that investments by Italian insurers reached 850 billion euros, or 50% of GDP, which confirms once again the centrality of the insurance sector.
The learning objectives of the course can be declined as follows:
Knowledge and understanding: the student must be able to understand and investigate marketing choices in service companies, in particular to identify and understand the problems and challenges of the insurance sector.
Ability to apply knowledge and understanding: at the end of the course, the student will be able to interact and communicate with actors from the service sector, particularly insurance.
Autonomy of judgement: once you have learned the main models of marketing management, you will be able to understand the "threats and opportunities" and use the tools learned in a critical manner. Through the elaboration of the project work, students will learn to independently search for information on the target markets (in particular insurance) and to identify the key factors for a good interaction with the actors of the system.
Communication skills: the student must be able to answer in a clear, binding and exhaustive way both the questions of the written test (if any) and the oral test. Through the presentation of the project work, the student will also develop the ability to build a presentation (in Italian, the use of English is optional) in power point and explain their analysis in a synthetic way.
Learning ability: the student must demonstrate a good learning ability by being able to deepen their knowledge of bibliographical references relevant and relevant to the field under study. The student must also demonstrate that he or she is able to apply the knowledge acquired to management problems and to the elaboration of marketing choices suitable for the various markets.
The course is aimed at students of the degree course in "Statistics and Information Technology for Business, Finance and Insurance" (SIAFA) and requires that learners know the basic content of Economics and Business Management Services (and, preferably, notions of Marketing).
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The basic concepts: general profiles of the service sector; The weight and role of the service sector in the economy; The strategic perspective of services - Nature and characteristics of services - Types of services covered: insurance, banking and financial companies; public and utility companies; health services; cultural heritage; tourism companies; sports companies; commercial companies; professional and business services.
Insurance services: historical background on the origins of insurance. Mutuality and insurance: concept of risk, need for security. Evolution of the insurance system: the single insurance market. Legal regulations and control bodies. Supply and demand of the insurance market. Market segments; segmentation parameters; the purchasing process. Companies and insurance companies: risk management. The insurance of catastrophic risks. The insurance company: actors and activities of the system; organization of the insurance company; process of management and management of the insurance company. Life and non-life insurance processes. Technical and insurance management and financial management (notes). Technical principles: management, economic-financial balance and investments in insurance companies. Marketing in insurance services companies: marketing as a management philosophy; strategic marketing: analysis of the external-internal environment; formulation and strategic implementation. The marketing mix. The product/service. The price/premium: the personalization of the rates. Distribution of insurance products: the role of banking and financial intermediaries. Innovative distribution: e-insurance. Communication. Quality in the insurance sector. E-customer relationship management. The new frontiers: e-insurance.
The programme is divided into two parts: the first refers to the marketing of services in general, the second refers to the insurance services sector (banking and financial) that characterize it.
The content of the course can therefore be broken down into several lesson blocks/hours, the duration of which depends on the level of preparation of the students and their familiarity with the basic concepts described in the programme. In principle, after analysing the distinctive characteristics of service providers (block I - 10 hours), the course aims to examine the specificity of marketing applied to service providers (block II - 18 hours), in particular insurance. In the insurance field, we will analyze the radical changes that are affecting the sector, in terms of new models of demand and increasing use of information technology /e-insurance Particular attention is paid to communication and customer management / customer relationship management (Block III - 24 hours). The fourth and last block (20 hours) concludes the elaboration of the "project work": the students, divided into groups, analyze specific topics as highlighted in the program, especially with reference to the "testimonies" from the company managers hosted during the course and elaborate the essays agreed with the teacher. In this phase of the course, students apply the learned models to the analysis of reference markets. Presentations give rise to discussions that allow for the integration of in-depth theoretical content during the course.
The course will be organised in frontal lessons, seminars, discussions and group work. After a first phase in which the teacher will transfer the preliminary contents to the study of marketing in services, in particular insurance services, the students will work on the analysis of empirical cases through which they will deepen the impact on the management aspects of service companies and on the planning/implementation of marketing choices.
For the part about insurance marketing services:
"Marketing Assicurativo", by Antonio Coviello and Marco Pellicano, Publisher Liguori, 2010 (pg. 280). Reading is also recommended:
"E-insurance", by Antonio Coviello, Giappichelli, 2008; "Customer Relationship Management", by Antonio Coviello, Liguori ed., 2005
For the general/introductive part of the course, in addition to the handouts provided by the teacher, we recommend reading the texts:
"Management and marketing of services. Customer management in the services market", Christian Grönroos, ISEDI-2009 Publisher
(Pages 576), -only chapters 1, 3, 6, 9
or: "Marketing management".
Philip Kotler et al, Publisher Mylab -2017
For the students, a first moment of verification is represented by the presentation of the project work. Each group has 20 minutes to present the project at the power point. A further 10 minutes are dedicated to questions. All students (students and non-students) will have to take an exam, articulated in a (possible written task composed of open questions on the program's topics, e) oral interview. The grade, in thirtieths, will be the result of the test and, for those who follow the course, of the project drawn up and presented.
On-going learning is also assessed through exam simulations and exercises, both without a vote.
The Services Marketing course promotes a series of meetings/evidences dedicated to its students (second year), but open to all interested students. There will be numerous appointments involving personalities from the world of "services" (business, sports and entertainment, publishing, etc.), just to give it a "practical edge".
The calendar of appointments will be communicated by the teacher during the lessons.