37228 - Services Marketing

Course Unit Page

  • Teacher Chiara Orsingher

  • Credits 6

  • SSD SECS-P/08

  • Teaching Mode Traditional lectures

  • Language English

  • Campus of Bologna

  • Degree Programme Second cycle degree programme (LM) in Innovation and Organization of Culture and the Arts (cod. 0902)

  • Teaching resources on Virtuale

  • Course Timetable from Jan 24, 2022 to Mar 11, 2022


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Quality education Decent work and economic growth

Academic Year 2021/2022

Learning outcomes

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

Course contents

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


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

Teaching methods

Presentation and Interactive teaching on concepts; discussion of case studies

Assessment methods

The assessment aims to ascertain two aspects of learning:

1) knowledge of concepts, theories and techniques of communication

2) the ability to apply this knowledge to a real context.

To assess the first aspect, the test consists of a written exam with open-ended questions.

To assess the second aspect, the test involves the preparation and presentation of the group work.

The overall grade is the weighted average of the results of the two tests (70% individual exam, 30% group work).

The test assessment grid will be as follows:

· <18 insufficient

· 18-23 sufficient

· 24-27 average/good

· 28-30 very good

· 30 cum laude excellent/outstanding

Office hours

See the website of Chiara Orsingher