Program

EN IT

Updated A.Y. 2019-2020

This 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

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?

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 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, 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. In this regard, the student will also acquire familiarity with the operational use of complex concepts.
Teaching Methodology
The format of the course is lecture, case studies, guest speakers, individual and group projects.
Exams
For attending students:
The exam includes a written test + 1 team project work + 1 individual work. All the info are in the slides named "Introduction".
The written test consists of open-ended and closed questions. All the questions deal with the topics covered in the course. Score from 0 to 2 can be assigned to the team project work. Score from o to 1 can be assigned to the individual project work
For non-attending students:
The exam is based on a written test and an oral test.
The written test consists of open-ended and closed questions. The oral exam is aimed at verifying the result of the written test and the knowledge of the teaching materials. Only students who have passed the written test with a sufficient assessment (18 points out of 30) are admitted to the oral test. The results obtained in both tests (written and oral) contribute together to the final mark.
Text:
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
Case studies n. 2, 4, 15

Not attending students:

Wirtz, J. and Lovelock, C. (2016). Services Marketing, People, Technology, Strategy (8th edition). World Scientific, Hackensack (NJ).
Chapters:1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12,13,14, 15, 16
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.