- Docente: Francisco Javier Villarroel Ordenes
- Credits: 3
- SSD: ECON-07/A
- Language: English
- Teaching Mode: In-person learning (entirely or partially)
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Service Management (cod. 6804)
Learning outcomes
At the end of the course students gain knowledge on the digital economy and its characteristics; become aware of several digital technologies that are shaping the digital transformation in service industries; recognize the trends of servitization in manufacturing; gain knowledge about digital business models in service industries; acquire entrepreneurial tools useful for service enterprises in a digital economy; learn about digital marketing in service industries; become aware of different tools to manage the service digital environment and social media.
Course contents
AI
New Technologies in Services
Digital Marketing
Business Analytics
Readings/Bibliography
Bessa, A., and Villarroel Ordenes, F. (2025), "Meet your Customers: The Marketing Analytics Collection (Second Edition)," KNIME PRESS.
Hermann, E. and Puntoni, S., “Generative AI in Marketing and Principles for Ethical Design and Deployment.” Journal of Public Policy & Marketing 44 (2024): 332 - 349.
Mende, M., Ostrom, A., Baek, J., Shin, D., Lee, S., & Scott, M. L. (2026). The 2026 Service Research Priorities: AI-Driven Discovery, Interdisciplinary Influence Dynamics, and the “Interactive Service Scholarship Incubator” for Personalized Priorities. Journal of Service Research, Forthcomming.
Teaching methods
Lectures
Hands-on Applications in Digital Marketing and Customer Experience
Assessment methods
Applied Group Work Activity
Written Exam
Teaching tools
KNIME Analytics Software
Office hours
See the website of Francisco Javier Villarroel Ordenes