The course aims to provide to students the main theoretical and conceptual knowledge and appropriate skills to design, implement and manage the 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.
Students 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 aestheticization 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 services marketing, whose purpose is the creation of value and the construction of long-term relationships with the customer.
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.
Essentials of general management.
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, which are essential for achieving long-term customer relationships. 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
In addition, specific business cases will be analyzed.
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, which are essential for achieving long-term customer relationships.In addition, specific business cases will be analyzed.
The course will be organized in frontal lessons, discussions of case studies, in-class reading of papers, and group project work.
Zeithaml V.A., Bitner M.J., Gremler D.D., Bonetti E., 2012, Services Marketing, Third Edition, McGraw-Hill
Further study material will be suggested during the course.
The final assessment test will be placed through an oral examination The oral examination is the most suitable way to verify the achievement of the training objectives indicated above. Based on three questions focused on the principles and models of Services Marketing, it is intended to verify the student's degree of knowledge and understanding, the ability to apply the theoretical models and understand management practices in real or hypothetical organizational contexts, and communication skills. The evaluation is positive (at least 18/30) if you answer promptly and exhaustively to at least two out of three questions.
For students who have attended the course, the project work will contribute to the overall assessment. It will be organized in small groups and aimed at verifying the learning ability and apply the main marketing concepts and models, as well as the team working ability and exhibition skills. The evaluation of the project work is out of thirty and will contribute 40% to the student's overall evaluation.
Additional information on this project is provided during the course.
Expected learning outcomes
Knowledge and understanding:
Students will demonstrate to know and to understand the distinctive characteristics of the services and the main theoretical models, useful for the design, implementation and management of services in companies in each sector.
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.
Students will demonstrate the ability to choose between different theoretical models and/or managerial practices the ones most appropriate in the context proposed by the professor.
Students will demonstrate the ability to communicate the notions learned in a clear and appropriate way in specific professional contexts.
Lifelong learning skills:
Students must demonstrate a good capacity for learning and application of the notions, models, and concepts learned during the course.