The course aims to provide to students the main theoretical and conceptual knowledge and appropriate skills to design, implement and manage the services. The services have taken on a new central role in value creation processes.
At the end of the course, the student, will be able to understand the distinctive features of the services and the main challenges for the design, implementation and management of services with a view to creating customer value.
The main expected learning outcomes are:
Knowledge and understanding
Students will demonstrate to know the main theoretical concepts, models and managerial practices to planning and implementing service marketing strategy for all firms and organizations.
Applying Knowledge and understanding:
Students will demonstrate to know how to apply the theoretical models and/or managerial practices learned within a real-world organizational context and from the perspective of all organizations.
Students will demonstrate the ability to choose between different theoretical models and/or managerial practices the ones most appropriate in the specific context proposed by the teacher.
Students will demonstrate the ability to communicate the notions and models learned in a clear and appropriate way in specific professional contexts.
Lifelong learning skills:
Students must demonstrate a good capacity of learning and application of the notions, models and concepts learned during the course.
It's necessary to have acquired the essentials of general management.
In particular, the following topics will be studied in depth:
a) The principles of marketing services and the model of service quality gaps
b) Consumer behavior in services
c) Customer expectations in services
d) The customer's perceptions about the service
e) Listen to customer requests
f) Building customer relationships
g) Recovery of the service
h) Development and service design
i) Physical support and servicescape
j) Deliver and perform the service
k) Manage service promises
l) Service and profitability
The course illustrates the main theoretical, conceptual and operational aspects of service marketing and explores the main challenges for the design, implementation and management of services. Services have taken on a new central role in value creation processes, becoming a critical success factor for all companies, including industrial and commercial firms.
The course will examine marketing in industries that deal primarily in services, but also from the perspective of all organizations, in recognition of the fact that service is an integral part of the offerings of every company and organization, regardless of the sector in which it operates.
It will be introduced to the principles of marketing management and, during the course, the fundamentals of the service marketing strategy will be deepened. The centrality of the emotional aspects and the involvement of the senses, the aestheticisation of everyday life, the recovery of the past and the demand for authenticity, the search for new forms of aggregation and sharing of experiences are some of the distinctive features of service marketing, whose purpose is the creation of value and the construction of long-term relationships with the customer.
The successful marketing of services and the delivery of excellent service are critical elements in the achievement of customer satisfaction and the long-term success of an organization. In this regard, service quality and its measurement will be discussed, as will the link between service quality and customer satisfaction.
In addition, specific lectures will be deepened and some business cases will be analyzed. The teacher, with the participation of the students, will simulate a "focus-group", (as a qualitative tool widely used in market research for the evaluation and improvement of service satisfaction) and will design a project work on the customer satisfaction.
The course will be organised in frontal lessons aimed at illustrating the above-mentioned topics.
In order to improve the students' comprehension during the course, some papers will be studied in depth and business cases will be presented and discussed. There will also be a project work on the subject of customer satisfaction.
Zeithaml V.A., Bitner M.J., Gremler D.D., Bonetti E., 2012, Service Marketing, McGraw-Hill
Further study material – service journal and case study – will be suggested and deepened during the course.
The evaluation will take place thought written and oral exams (both compulsory). Both aim to verify the understanding of the course' material. The written test, in particular, will consist of multiple-choice and open-ended questions.
The project work will also contribute to the overall assessment of the student, as well as participation in individual and group work carried out during the course.