Facoltà di Economia

Learning Objectives

Prerequisites

Program

Books

Bibliography

Teaching methods

Exam Rules

Aggiornato A.A. 2022-2023

This Service Marketing course identifies challenges organizations face in creating and delivering high-quality services. To reach this goal, the course is based on a mix of theory and practice, the latter in the form of in-class and extra-lecture assignments and practice-oriented guest lectures delivered by primary leaders of service companies. At the end of the course, students are asked if these expectations have been met. At the end of this page is the feedback released by students of the prior three editions of the course. 

The course is based on the following topics:

• Introduction to Service Marketing
• The STP process
• Market research
• Consumer behaviour in a service's 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, three lectures a week of two hours each. The course is delivered in presence. According to the last Faculty rules, online attendance is allowed only to students with proven reasons.

SYLLABUS OF THE COURSE

LEARNING OUTCOMES: The learning outcome of the course is that of providing students with advanced skills to analyze the peculiarities of marketing in service firms. Which are the peculiarities of services? Which kind of marketing implications can emerge? How can it be delivered an 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 studying and discussing 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 service 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 in lectures as well as in 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 direct and in-depth involvement in studying the main issues related to services marketing. Students’ making judgment skills will also be stimulated by specific tasks required during the course, such as the analysis of case studies and the 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 deal critically with marketing issues related to service firms. 

Learning material for attending students:

Wirtz, J. and Lovelock, C. (2022). Services Marketing, People, Technology, Strategy (9th edition). World Scientific, Hackensack (NJ).

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

Learning material for not attending students:

(all the book) Wirtz, J. and Lovelock, C. (2022). Services Marketing, People, Technology, Strategy (9th edition). World Scientific, Hackensack (NJ).

PLUS

• Leoni, L. (2015), Adding service means adding knowledge: an inductive single-case study, Business Process Management Journal, Vol. 21 No. 3, pp. 610-627.
   
• Mari M., Poggesi S. (2013), “Servicescape cues and customer behavior: a systematic literature review and research agenda”, The Service Industries Journal, vol. 33, n. 2, pp. 171-199.
   
• Mingione, M., Cristofaro, M., & Mondi, D. (2020), 'If I give you my emotion, what do I get?'Conceptualizing and measuring the co-created emotional value of the brand, Journal of Business Research, Vol. 109, pp. 310-320.
   
• Naumov, N. (2019), "The Impact of Robots, Artificial Intelligence, and Service Automation on Service Quality and Service Experience in Hospitality", Ivanov, S. and Webster, C. (Ed.) Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality, Emerald Publishing Limited, Bingley, pp. 123-133.

COURSE ASSESSMENT FROM PRIOR STUDENTS

All three-years qualitative feedback (free comments) here: https://docs.google.com/spreadsheets/d/1wo3XEUFAxQc9sAr7dR22GWE8ccRcJ-Le-yFl-9DNkvs/edit?usp=sharing 

Quantitative assessment (Overall, how satisfied are you with the Service Marketing course? )

Aggiornato A.A. 2021-2022

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 in hybrid form (in presence and online through the Microsoft Teams’ platform). On-line attendance is allowed only to students with proved reasons according to last Faculty rules.

SYLLABUS OF THE COURSE

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. 

Learning material for attending students:

Wirtz, J. and Lovelock, C. (2022). Services Marketing, People, Technology, Strategy (9th edition). World Scientific, Hackensack (NJ).

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

Learning material for not attending students:

(all the book) Wirtz, J. and Lovelock, C. (2022). Services Marketing, People, Technology, Strategy (9th edition). World Scientific, Hackensack (NJ).

PLUS

• Leoni, L. (2015), Adding service means adding knowledge: an inductive single-case study, Business Process Management Journal, Vol. 21 No. 3, pp. 610-627.
   
• Mari M., Poggesi S. (2013), “Servicescape cues and customer behavior: a systematic literature review and research agenda”, The Service Industries Journal, vol. 33, n. 2, pp. 171-199.
   
• Mingione, M., Cristofaro, M., & Mondi, D. (2020), 'If I give you my emotion, what do I get?'Conceptualizing and measuring the co-created emotional value of the brand, Journal of Business Research, Vol. 109, pp. 310-320.
   
• Naumov, N. (2019), "The Impact of Robots, Artificial Intelligence, and Service Automation on Service Quality and Service Experience in Hospitality", Ivanov, S. and Webster, C. (Ed.) Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality, Emerald Publishing Limited, Bingley, pp. 123-133.

Aggiornato A.A. 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:

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.