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SERVICE MARKETING

Program

Updated A.Y. 2017-2018

Service Marketing

LEARNING OBJECTIVES
This course aims to identify 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 of the following topics:
• Introduction to Service Marketing
• Consumer Behavior in a Services Context
• Positioning Services in Competitive Markets
• Applying The 4 Ps Of Marketing to Services
• Designing and Managing Service Processes
• Crafting the Service Environment
• Managing Relationships and Building Loyalty
 

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 discussion of case studies.

MAKING JUDGEMENTS:
Interactive participation to lectures, as well as to service marketing experts’ and 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, 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. In this regard, the student will also acquire familiarity with the operational use of complex concepts.

 

TEACHING METHODS

The course is built on lectures, case-studies, discussions, readings and guest speakers’ experiences.

MAIN REFERENCE
Services Marketing: People, Technology, Strategy by Christopher Lovelock and Jochen Wirtz, 8th Edition, 2016.

Chapters:1,2,3,4,5,6,7,8,9,10 ,11 ,12 ,13 ,14 .