SERVICE MANAGEMENT AND MARKETING
Updated A.Y. 2020-2021
The learning outcome of the course is that of providing students with advanced skills aimed at analyzing the distinctive peculiarities of service firms. Students are also made aware of the understanding and solving of the main managerial issues that service firms have to face in light of the most recent market trends.
KNOWLEDGE AND UNDERSTANDING:
The course aims at providing the student with the specific knowledge and skills needed for understanding and managing the main issues characterizing service firms, 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 the management and organization of service firms. The student should be able to apply the acquired knowledge to the analysis and interpretation of the main phenomena that, in the national as well as in the international context, may affect the tertiary sector and the firms operating within it. Furthermore, the student should be able to identify and critically explain the main managerial issues that service firms may face. The student's analytical skills are developed and evaluated through the development and discussion of case studies.
Interactive participation to lectures, as well as to service management 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 the management of service firms. 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 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.
At the end of the course the student will have acquired the ability to critically deal with managerial issues related to service firms. In this regard, the student will also acquire familiarity with the operational use of complex concepts.
The format of the course is lecture, case studies, guest speakers, individual and group project
The exam rules are discussed during the first lecture of the course and then here published
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Service marketing 6th edition. New York (US): Mc-Graw Hill., Chapters:1, 2, 3, 4, 6, 10, 11, 12, 14, 15
Not attending students
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Service marketing 6th edition. New York (US): Mc-Graw Hill. All the Chapters, PLUS:
Bitner M.J. (1992), “Servicescapes: The impact of physical surroundings on customers and employees”, The Journal of Marketing, vol. 56, 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, n. 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, n. 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, n. 2, pp. 171-199.