- Docente: Chiara Orsingher
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Innovation and Organization of Culture and the Arts (cod. 0902)
Learning outcomes
The student is expected to learn the elements of marketing within the service sector which are applicable to cultural organizations.
Course contents
- Producing and delivering services : what is it?
- Customer behavior before and during the experience
- Employees’ role in service delivery
- The Servicescape
- Service quality and Customer Satisfaction
- Pricing
The course will be delivered during the months of January- March
Readings/Bibliography
Services Marketing”
Valarie Zeithaml, Mary Jo Bitner, and Dwayne Gremler, McGraw-Hill 2012
Only chapters: 1, 3, 5, 11, 12, 17
Case studies
Teaching methods
Presentation and Interactive teaching on concepts; discussion of case studies
Assessment methods
Written exam made of open-ended questions
Office hours
See the website of Chiara Orsingher