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Program

Updated A.Y. 2020-2021

This Service Marketing course aims at identifying challenges organizations face in creating and delivering high quality services. In order to reach this goal, classes are based on case studies and readings that help the students to better understand concepts and theoretical frameworks. The course is based on the following topics:

  • Introduction to Service Marketing
  • The STP process
  • Market research
  • Consumer behaviour in a services context
  • Managing relationships and building loyalty
  • Applying the 4 Ps of marketing to services
  • Analyzing the additional 3 Ps
  • Designing and managing service processes
  • Crafting the service environment
  • Managing people for service advantages

The course is set in Spring, 3 lectures a week of 2 hours each. The course is delivered online through the Microsoft Teams’ platform. 

LEARNING OUTCOMES: The learning outcome of the course is that of providing students with advanced skills aimed at analyzing the peculiarities of marketing in service firms. Which are the peculiarities of services? Which kind of marketing implications can emerge? How it can be delivered and outstanding service?

KNOWLEDGE AND UNDERSTANDING: The course aims at providing the student with the specific knowledge of services marketing peculiarities, through the transfer of advanced knowledge, both theoretically and empirically, and thanks to the support of ad hoc analytical and operational tools. To this end, ample space within the course is dedicated to the study and discussion of business cases, also thanks to industry experts’ seminars.

APPLYING KNOWLEDGE AND UNDERSTANDING: At the end of the course the student will have acquired detailed knowledge of the fundamental concepts of marketing and their applications to services. The student should be able to apply the acquired knowledge of services peculiarities to marketing. The student's analytical skills are developed and evaluated through the development and class discussion of case studies.

MAKING JUDGEMENTS: Interactive participation to lectures as well as to service marketing professionals’ seminars, will stimulate students’ critical analysis and independent judgment skills. Students will also be encouraged to collect and interpret relevant data through a direct and in-depth involvement in the study of the main issues related to services marketing. Students’ making judgement skills will also be stimulated by specific tasks required during the course, such as the analysis of case studies and team works.

COMMUNICATION SKILLS: Communication skills are developed and evaluated not only through teacher-student interaction, but also through team works, class discussion of business cases, as well as through the exam.

LEARNING SKILLS: At the end of the course the student will have acquired the ability to critically deal with marketing issues related to service firms. 

 

Here is the Syllabus of the course:

 

Day Topic References Lecturer Starting at to Room
Wed Feb 24, 2021 Introduction to Service Marketing and Creating Value in the Service Economy Chapter 1 M. Cristofaro 14:00 16:00 MT
Thu Feb 25, 2021 Understanding Service Customers  Chapter 2 M. Cristofaro 14:00 16:00 MT
Fri  Feb 26, 2021 Developing service products and brands Chapter 4 M. Cristofaro 12:00 14:00 MT
Wed Mar 3, 2021 Distributing services through physical and electronic channels Chapter 5 M. Cristofaro 14:00 16:00 MT
Thu Mar 4, 2021 Service pricing and revenue management Chapter 6 M. Cristofaro 14:00 16:00 MT
Fri  Mar 5, 2021 Service marketing communications Chapter 7 M. Cristofaro 12:00 14:00 MT
Wed Mar 10, 2021 Designing service processes  Chapter 8 M. Cristofaro 14:00 16:00 MT
Thu Mar 11, 2021  The last mile delivery: A case study of Service Marketing Chapter 5 N. Francalanci, M. Cristofaro 14:00 16:00 MT
Fri  Mar 12, 2021 Managing people for service advantage  Chapter 11 M. Cristofaro 12:00 14:00 MT
Wed Mar 17, 2021 Human resource management and leadership in service companies  Chapter 11 A. Iazzetta, M. Cristofaro 14:00 16:00 MT
Thu Mar 18, 2021  Crafting the service environment Chapter 10 M. Cristofaro 14:00 16:00 MT
Fri  Mar 19, 2021 The customer journey in service marketing: The cruise industry case Chapter 2 A. Guanci, M. Cristofaro 12:00 14:00 MT
Wed Mar 24, 2021 The marketing funnel in service firms: the Walt Disney Company Case Chapter 7 D. Romani, M. Cristofaro 14:00 16:00 MT
Thu Mar 25, 2021 Managing relationships and building loyalty  Chapter 12 M. Cristofaro 14:00 16:00 MT
Fri  Mar 26, 2021 Customer relationship: increasing success in the service industry Chapter 12&13 P. Giacomelli, M. Cristofaro  12:00 14:00 MT
Wed Mar 31, 2021  Complaint handling and service recovery  Chapter 13 M. Cristofaro 14:00 16:00 MT
Thu Apr 1, 2021 Service Quality  Chapter 14 M. Cristofaro 14:00 16:00 MT
Fri  Apr 2, 2021 Service marketing practice in the luxury hotels industry Chapter 6 + Chapter 4 of the book on revenue management uploaded on Teams P. Polidori, M. Cristofaro 12:00 14:00 MT

 

Learning material for attending students:

Wirtz, J. and Lovelock, C. (2016). Services Marketing, People, Technology, Strategy (8th edition). World Scientific, Hackensack (NJ).

Chapters: 1, 2, 4, 5, 6, 7, 8, 10, 11, 12, 13, 14,

 

Learning material for not attending students:

(all the book) Wirtz, J. and Lovelock, C. (2016). Services Marketing, People, Technology, Strategy (8th edition). World Scientific, Hackensack (NJ).

PLUS

Bitner M.J. (1992), “Servicescapes: The impact of physical surroundings on customers and employees”, The Journal of Marketing, Vol. 56 No. 2, pp. 57-71.

Eroglu, S. A., Machleit, K.A., Davis, L.M. (2001), “Atmospheric qualities of online retailing: A conceptual model and implications”, Journal of Business Research, Vol. 54 No. 2, pp. 177-184.

Eroglu, S. A., Machleit, K.A., Davis, L.M. (2003), “Empirical testing of a model of online store atmospherics and shopper responses”, Psychology & Marketing, Vol. 20 No. 2, pp. 139-150.

Mari M., Poggesi S. (2013), “Servicescape cues and customer behavior: a systematic literature review and research agenda”, The Service Industries Journal, Vol. 33 No. 2, pp. 171-199.