PRODUCT, SERVICE AND INNOVATION MANAGEMENT
Syllabus
EN
IT
Learning Objectives
LEARNING OUTCOMES:
The purpose of the course is to have students acquire knowledge about:
1. the main differences between services and goods
2. the main managerial and marketing differences between service firms and manifacturing firms.
3. the sources, types and patterns of innovation
4. the concepts of entrepreneurship and the process of entrepreneurial action
KNOWLEDGE AND UNDERSTANDING:
At the end of the course, the student is able to:
• Know and understand the management differences between service firms and manufacturing firms.
• Know and understand the marketing differences between service firms and manufacturing firms.
• Know and understand the 7 marketing mix Ps.
• Know the principle of innovation management
• Know the entrepreneurial process
APPLYING KNOWLEDGE AND UNDERSTANDING:
At the end of the course, the student is able to apply what she/he has learned to real situations. Specifically, students are able to:
• Apply the theoretical models for the analysis of the environmental scenario, competition and services demand
• Apply the theoretical models for evaluating the role of new technologies on customers’ behaviour;
• apply the theoretical models to segment demand, identify the target and position (and reposition) the product in the service consumer’s mind;
• Apply theoretical models to define the operational marketing policies of the service firm
• Apply theoretical models to define innovative products and services
MAKING JUDGEMENTS:
Interactive participation to lectures, as well as to 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 and to innovation. 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 managerial issues related to service firms and innovation. In this regard, the student will also acquire familiarity with the operational use of complex concepts
The purpose of the course is to have students acquire knowledge about:
1. the main differences between services and goods
2. the main managerial and marketing differences between service firms and manifacturing firms.
3. the sources, types and patterns of innovation
4. the concepts of entrepreneurship and the process of entrepreneurial action
KNOWLEDGE AND UNDERSTANDING:
At the end of the course, the student is able to:
• Know and understand the management differences between service firms and manufacturing firms.
• Know and understand the marketing differences between service firms and manufacturing firms.
• Know and understand the 7 marketing mix Ps.
• Know the principle of innovation management
• Know the entrepreneurial process
APPLYING KNOWLEDGE AND UNDERSTANDING:
At the end of the course, the student is able to apply what she/he has learned to real situations. Specifically, students are able to:
• Apply the theoretical models for the analysis of the environmental scenario, competition and services demand
• Apply the theoretical models for evaluating the role of new technologies on customers’ behaviour;
• apply the theoretical models to segment demand, identify the target and position (and reposition) the product in the service consumer’s mind;
• Apply theoretical models to define the operational marketing policies of the service firm
• Apply theoretical models to define innovative products and services
MAKING JUDGEMENTS:
Interactive participation to lectures, as well as to 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 and to innovation. 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 managerial issues related to service firms and innovation. In this regard, the student will also acquire familiarity with the operational use of complex concepts
Program
The following topics will be covered during the lessons:
I week (6 hours):
Foundation for service characteristics and innovation in service
II week (6 hours):
The servitization process; Physical evidence and the servicescape
III week (6 hours):
Employees’ and Customers’ role in service
IV week (6 hours):
Serviceblueprint, Integrated Service Marketing Communication
V week (6 hours)
Focus on the Turistic Sector
VI week (6 hours):
Innovation and entrepreneurship
I week (6 hours):
Foundation for service characteristics and innovation in service
II week (6 hours):
The servitization process; Physical evidence and the servicescape
III week (6 hours):
Employees’ and Customers’ role in service
IV week (6 hours):
Serviceblueprint, Integrated Service Marketing Communication
V week (6 hours)
Focus on the Turistic Sector
VI week (6 hours):
Innovation and entrepreneurship
Books
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Service marketing 7th edition. New York (US): Mc-Graw Hill.
Chapters: 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 14, 15
Additional Materials for Innovation in Service and the Tourism Sector
Chapters: 1, 2, 3, 4, 6, 7, 8, 9, 10, 11, 14, 15
Additional Materials for Innovation in Service and the Tourism Sector
Teaching methods
Conventional teaching methods will be employed, combining lectures with practical exercises. The lessons are designed to be interactive, requiring active student participation in discussions. Additionally, business testimonials are planned to enrich the learning experience.
Exam Rules
The exam evaluates the student's overall preparation in accordance with the Dublin descriptors, considering the following aspects:
1. Acquired knowledge: Both the quantity and quality of knowledge related to the program topics, as well as the coherence of reasoning.
2. Application of knowledge: The ability to apply knowledge and make connections across different parts of the program, including integrating knowledge from similar courses.
3. Analytical ability, synthesis, and autonomy of judgment.
4. Communication skills: Proficiency in language, clarity of presentation, and appropriate use of course-specific terminology.
For both attending and non-attending students, the exam includes a written test and an oral evaluation.
• Written Test: It consists of 15 multiple-choice questions and 2 open questions. A simulation of the exam is scheduled during the course.
• Oral Evaluation:
o Attending Students: The oral evaluation involves discussing a team project developed throughout the course, which will be scheduled for the last day of the course
o Non-Attending Students: The oral evaluation involves discussing a team or individual project. This project must be submitted to me seven days before the written test
The final mark of the exam is expressed out of thirty and will be obtained through the following grading system:
Fail: important deficiencies in the knowledge and understanding of the topics; limited analytical and synthesis skills; frequent generalisations and limited critical and judgemental abilities; the topics are set out inconsistently and with inappropriate language.
18-21: the student has acquired the basic concepts of the discipline and has an analytical capacity that emerges only with the help of the teacher; the way of speaking and the language used are on the whole correct.
22-25: the student has acquired the basic concepts of the discipline in a discreet way; knows how to orient him/herself among the various topics covered; and has an autonomous analysis capacity knowing how to express using the correct language.
26-29: the student has a well-structured knowledge base; he/she is able to independently rework the knowledge acquired in the context of the choice of conventional and unconventional materials according to the application; the way of speaking and the technical language are correct.
30 and 30 cum laude: the student has a comprehensive and thorough knowledge base. The cultural references are rich and up-to-date, which are expressed with brilliance and properties of technical language.
1. Acquired knowledge: Both the quantity and quality of knowledge related to the program topics, as well as the coherence of reasoning.
2. Application of knowledge: The ability to apply knowledge and make connections across different parts of the program, including integrating knowledge from similar courses.
3. Analytical ability, synthesis, and autonomy of judgment.
4. Communication skills: Proficiency in language, clarity of presentation, and appropriate use of course-specific terminology.
For both attending and non-attending students, the exam includes a written test and an oral evaluation.
• Written Test: It consists of 15 multiple-choice questions and 2 open questions. A simulation of the exam is scheduled during the course.
• Oral Evaluation:
o Attending Students: The oral evaluation involves discussing a team project developed throughout the course, which will be scheduled for the last day of the course
o Non-Attending Students: The oral evaluation involves discussing a team or individual project. This project must be submitted to me seven days before the written test
The final mark of the exam is expressed out of thirty and will be obtained through the following grading system:
Fail: important deficiencies in the knowledge and understanding of the topics; limited analytical and synthesis skills; frequent generalisations and limited critical and judgemental abilities; the topics are set out inconsistently and with inappropriate language.
18-21: the student has acquired the basic concepts of the discipline and has an analytical capacity that emerges only with the help of the teacher; the way of speaking and the language used are on the whole correct.
22-25: the student has acquired the basic concepts of the discipline in a discreet way; knows how to orient him/herself among the various topics covered; and has an autonomous analysis capacity knowing how to express using the correct language.
26-29: the student has a well-structured knowledge base; he/she is able to independently rework the knowledge acquired in the context of the choice of conventional and unconventional materials according to the application; the way of speaking and the technical language are correct.
30 and 30 cum laude: the student has a comprehensive and thorough knowledge base. The cultural references are rich and up-to-date, which are expressed with brilliance and properties of technical language.