ID:
T062
Tipo Insegnamento:
Opzionale
Durata (ore):
48
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Url:
BUSINESS ADMINISTRATION/BASE Anno: 3
Anno:
2024
Dati Generali
Periodo di attività
Secondo Semestre (03/02/2025 - 10/05/2025)
Syllabus
Obiettivi Formativi
The services sector plays a key role in the economy of both developed and developing countries as its contribution to the employment and GDP increases each year. The rapid growth of technology (e.g. M-commerce, social networks, apps, artificial intelligence, and biometrics) and the recent pandemic outbreak have caused major changes in consumer behavior and lifestyles. The modern-day consumer demands personalized offerings that can satisfy not only his functional, but also his emotional and sensory needs. Services are taking leading role in understanding and fulfilling contemporary customer demands. Companies from all sectors start to use new marketing tools, business strategies and innovative technological solutions in response to the changing market environment to satisfy the constantly increasing in complexity customers’ needs.
This course aims to provide students with general understanding of the unique challenges inherent in today’s increasingly service-intense and knowledge-based economy. Students are introduced to the latest concept, strategies, and tools for innovation and management of services. The main focus in this course will be on customer experiences: co-creation of value, building loyalty, and service recovery.
This course aims to provide students with general understanding of the unique challenges inherent in today’s increasingly service-intense and knowledge-based economy. Students are introduced to the latest concept, strategies, and tools for innovation and management of services. The main focus in this course will be on customer experiences: co-creation of value, building loyalty, and service recovery.
Prerequisiti
No specific prior knowledge is required. In any case, familiarity with the basic concepts of economics and statistics is certainly useful for increasing the "absorbing capacity" and making the learning process of theories, models, tools and techniques on which the course of Services Marketing focuses.
Metodi didattici
• Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously.
• Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding.
• Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding.
Verifica Apprendimento
EVALUATION OF THE COURSE POINTS
1. Case study with presentation (team work): 25%
To carry out this work, students (in teams of 5) will have to read and discuss a business case assigned by the teacher. In this task they will be supported by some guide questions (assignment question) previously communicated by the teacher.
2. Project presentation (team work): 25%.
To carry out this work, students (in teams of 5) will have to collect primary data and discuss a project presentation assigned by the teacher. In this task they will be supported by some guide questions (assignment question) previously communicated by the teacher.
3. Final exam (individual): 50%. The final exam will last 60 minutes and will be structured as follows: 12 multiple choice questions (each valid for 1 point); 4 true / false questions (each valid for 1 point); 2 open questions (each valid for 4 points); 1 exercise (6 points). The correct answer to all the multiple choice and true / false questions, the demonstration of an excellent level of preparation in all the open-ended questions and the correct execution of the exercises involves the attribution of a score equal to 30/30 with the possible attribution of honors. In case of wrong / not given answer, no penalty will be applied.
4. Participation in class (1 point bonus on the total grade awarded at the discretion of the Professor).
Attending is considered to be those who carry out and accept the marks obtained both in the business case and in the work on individual case studies. Attendant status is retained for the current winter session only. A necessary and sufficient condition for passing the marketing exam is the achievement of sufficiency (grade 18/30) in each of the tests addressed. Non-attending is considered to be anyone who has not carried out even only one of the two team activities or, despite having carried out them, decides not to accept the vote even for only one of the two activities. The attending exam will consist in the study of the textbook chapters covered in class (even in the parts not explicitly covered in the video pills or in class). For non-attending students there is a final written test with a greater number of questions. Furthermore, the material to be studied will cover all the chapters of the textbook for non-attending students.
1. Case study with presentation (team work): 25%
To carry out this work, students (in teams of 5) will have to read and discuss a business case assigned by the teacher. In this task they will be supported by some guide questions (assignment question) previously communicated by the teacher.
2. Project presentation (team work): 25%.
To carry out this work, students (in teams of 5) will have to collect primary data and discuss a project presentation assigned by the teacher. In this task they will be supported by some guide questions (assignment question) previously communicated by the teacher.
3. Final exam (individual): 50%. The final exam will last 60 minutes and will be structured as follows: 12 multiple choice questions (each valid for 1 point); 4 true / false questions (each valid for 1 point); 2 open questions (each valid for 4 points); 1 exercise (6 points). The correct answer to all the multiple choice and true / false questions, the demonstration of an excellent level of preparation in all the open-ended questions and the correct execution of the exercises involves the attribution of a score equal to 30/30 with the possible attribution of honors. In case of wrong / not given answer, no penalty will be applied.
4. Participation in class (1 point bonus on the total grade awarded at the discretion of the Professor).
Attending is considered to be those who carry out and accept the marks obtained both in the business case and in the work on individual case studies. Attendant status is retained for the current winter session only. A necessary and sufficient condition for passing the marketing exam is the achievement of sufficiency (grade 18/30) in each of the tests addressed. Non-attending is considered to be anyone who has not carried out even only one of the two team activities or, despite having carried out them, decides not to accept the vote even for only one of the two activities. The attending exam will consist in the study of the textbook chapters covered in class (even in the parts not explicitly covered in the video pills or in class). For non-attending students there is a final written test with a greater number of questions. Furthermore, the material to be studied will cover all the chapters of the textbook for non-attending students.
Testi
J. Wirtz and C. Lovelock (2016), “Services Marketing: People, Technology, Strategy”, World Scientific Publishing, 8th Edition
Selected articles and business cases from academic and business journals
Selected articles and business cases from academic and business journals
Contenuti
ϖ Understanding the dematerialization of consumption and its impact on global economy;
ϖ Creating service products and building brand equity;
ϖ Services environment: Feelings as a main driver of customer responses;
ϖ The human factor: Management of human resources for service advantage;
ϖ Understanding demand and managing capacity: The psychology of waiting time;
ϖ Service pricing strategies;
ϖ The services integrated marketing communication plan;
ϖ The impact of internet on service distribution;
ϖ Customer’s participation in creating a service blueprint;
ϖ Customer loyalty strategies: Creating actual value for the customers;
ϖ Optimizing service quality.
ϖ Creating service products and building brand equity;
ϖ Services environment: Feelings as a main driver of customer responses;
ϖ The human factor: Management of human resources for service advantage;
ϖ Understanding demand and managing capacity: The psychology of waiting time;
ϖ Service pricing strategies;
ϖ The services integrated marketing communication plan;
ϖ The impact of internet on service distribution;
ϖ Customer’s participation in creating a service blueprint;
ϖ Customer loyalty strategies: Creating actual value for the customers;
ϖ Optimizing service quality.
Risultati di Apprendimento Attesi
• Knowledge and understanding: At the end of the course the student will have developed the ability to present the analytical, strategic and operational principles of services marketing and the role of marketing in services organizations. This ability will be mainly acquired through synchronous and asynchronous lessons.
• Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of services marketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on the projects envisaged in the program.
• Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution.
Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work.
• Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work, and in particular through the oral presentations associated with these.
• Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of marketing and to adapt them to the specificity of the services context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method.
• Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of services marketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on the projects envisaged in the program.
• Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution.
Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work.
• Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work, and in particular through the oral presentations associated with these.
• Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of marketing and to adapt them to the specificity of the services context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method.
Criteri Necessari per l'Assegnazione del Lavoro Finale
To request the thesis, the candidate must submit to the professor a proposal (max 2000 words) in which he describes his curriculum studiorum (exams and marks passed and missing), the topic or topics of interest and the bibliographic references or practical cases to which he intends to draw inspiration. The assignment is recommended for students who have a maximum of 3 exams left. Each topic of interest to the student will be evaluated by the teacher with the utmost availability.
Depending on the theme chosen, the candidate will have to choose between the development of a thesis based on a review of scientific literature and an applicative case study or on an experimental thesis. This choice is absolutely free and unconditional and is totally discretionary for the student.
Depending on the theme chosen, the candidate will have to choose between the development of a thesis based on a review of scientific literature and an applicative case study or on an experimental thesis. This choice is absolutely free and unconditional and is totally discretionary for the student.
Corsi
Corsi
BUSINESS ADMINISTRATION
Laurea
3 anni
No Results Found
Persone
Persone (2)
No Results Found