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