37228 - SERVICES MARKETING

Anno Accademico 2019/2020

  • Docente: Chiara Orsingher
  • Crediti formativi: 6
  • SSD: SECS-P/08
  • Lingua di insegnamento: Inglese
  • Modalità didattica: Convenzionale - Lezioni in presenza
  • Campus: Bologna
  • Corso: Laurea Magistrale in Innovation and organization of culture and the arts (cod. 0902)

Conoscenze e abilità da conseguire

The student is expected to learn the elements of marketing within the service sector which are applicable to cultural organizations.

Contenuti

The intent of this course is to introduce, discuss, and analyze several topics important to service businesses. After completing this course, the student should:

Gain an appreciation for the challenges inherent in marketing and managing services, and in developing/delivering quality service.

Learn strategies, tools, and approaches for addressing the challenges of services management and marketing.

Develop essential knowledge on the various components of the “services marketing mix” as well as key issues in managing service quality.

Become a more perceptive and effective manager (and consumer) through understanding the complexities of service design, delivery, and communication—all aimed at building sustainable service brands.

Further develop communication skills and critical thinking through written projects, cases, in-class discussions, and other assignments

Course Contents

1. Course introduction - producing and delivering services, the servuction model and its implication for theory and practice

2.Customer behavior before and during the service experience

3. Employees’ role in service delivery

4. The Servicescape

5. Service quality and Customer Satisfaction

6. Measuring Customer satisfaction: the tools

7. Pricing

The course will be delivered during the months of January- March

Testi/Bibliografia

Services Marketing: People, Technology, Strategy, Jochen Wirtz and Christopher Lovelock Eight Edition, World Scientific Publishing. ONLY Chapters 1, 2, 4 ,6, 8, 10, 11, 14

Case studies

Metodi didattici

Presentation and Interactive teaching on concepts; discussion of case studies

Modalità di verifica e valutazione dell'apprendimento

Written exam made of open-ended questions

Orario di ricevimento

Consulta il sito web di Chiara Orsingher

SDGs

Istruzione di qualità Lavoro dignitoso e crescita economica

L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.