Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2021/2022
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
2
Teachers: 
Cycle: 
Second semester
Hours of front activity: 
48

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. Service innovation represents the interpretative key. 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

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 (16 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 (8 h):
Service management: serviscape, human resources management and customers. Quality management and customer satisfaction. Value co-creation processes. Value-based service brand.

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.
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 (16 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 (8 h):
Service management: serviscape, human resources management and customers. Quality management and customer satisfaction.

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.
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

The examination is based on a written test and an oral test. The written test, lasting 90 minutes, is structured in order to assess the student's achievement of the educational objectives. It includes 5 open-ended questions (each is worth 4 points) and 10 multiple choice questions (each is worth 1 point).
The oral test consists of a supplementary interview on the topics of the course syllabus. Only those who have passed the written test with a minimum mark of 18/30 or 18R (eighteen subject to reserve) can take the oral test. If the student reaches a minimum mark of 15/30 in the written test, he\she will be required to integrate his\her written test during the interview (in this case the maximum achievable grade is 18/30). The oral test is optional but mandatory in the following cases: 18R / 30 and from 27 onwards. Passing the written test gives the right to take the oral test only in the session in which the written exam was passed. The vote, out of 30, will be the result of the two tests.
For the course participants, a first moment of verification is represented by the classroom presentation and discussion of the project works made in PowerPoint. Course participants will have to take both the written and oral tests. The vote, out of 30, will be the result of the three tests.
The ongoing learning is also verified with exam simulations and exercises, both without marks.

More information