The course aims to develop the approach to management and marketing of service organizations. At the end of the course, students will be able to understand conceptual and methodological basis, tools and techniques for management and marketing of the service activities. Through the teaching, students will have the opportunity to develop their skills to use a correct and appropriate language for the services business world, and to critically reflect and discuss about key and emerging issues in service marketing and management.
In brief, the topics of the program are as follows:
1. Characteristics of the neo-industrial economy and the central role of services
2. Nature and characteristics of services
3. Service design and the importance of improvisation
4. Customer behavior in the production and delivery process of the service
5. Service quality and customer satisfaction
6. Gap Analysis Model and conceptual service quality map
7. Dimensions and determinants of the expected quality
8. Perceived quality
9. Perception filters
10. Listening to the customer
11. Role of staff during service encounter
12. Service recovery and disruption management
The topics will be examined theoretically through frontal lessons and practically through case studies, and various business visits organized in different service organizations.
* * * * * * *
The content of the following textbooks, as well as the lessons and cases discussed in the classroom, are affiliated with the program.
The two teachers are available throughout the academic year to meet students during their individual reception services as indicated on their constantly updated web pages (it is necessary to set a specific appointment).
Given that students in the classroom want examine in more detail some specific topics, study materials for non-attendants are differentiated but they are adhering to the program.
|Studenti||Appunti delle lezioni||2019||Solo per gli studenti frequentanti|
|Bonfanti Angelo||Articolo||2010||Per gli studenti frequentanti e non frequentanti: Baccarani Claudio, Ugolini Marta, Bonfanti Angelo, "A Conceptual Service Quality Map: The Value of a Wide Opened Perspective", Conference Proceedings del 13th Toulon-Verona Conference “Organizational Excellence in Service”, University of Coimbra - Portugal, 2-4 September 2010, 2010, pp. 1-20|
|Zeithaml Valerie A., Bitner Mary Jo, Gremler Dwayne D., Bonetti Enrico||Marketing dei Servizi (Edizione 3)||McGraw-Hill||2012||9788838667206||Per gli studenti frequentanti: solo i capitoli 6, 7, 12 Per gli studenti non frequentanti: dal capitolo 1 al capitolo 15|
Both for attending students and for non-attending students, the exam consists of one oral examination.
The oral examination aims to evaluate the basic knowledge and is designed to ascertain the student's critical analysis skill, as well as to verify the depth of individual topics and the ability to systematically connect knowledge.
The evaluation criteria are as follows:
- general vision of the discipline,
- mastery of language,
- deepening of the topics,
- skill to connect topics,
- skill to apply concepts to reality.
The final evaluation is expressed in 30ths and is basically aimed at assessing the student's skill to gain specific knowledge and to effectively and technically explain the issues of service marketing and management.
The examination does not discriminate between attending and non-attendants students.