Academic year2016/17
CourseMARKETING AND MARKET RESEARCH
Code208PP
Credits6
PeriodSemester 1
LanguageItalian
| Modules | Area | Type | Hours | Teacher(s) |
| MARKETING DEI SERVIZI | SECS-P/08 | LEZIONI | 42 | |
Programma non disponibile nella lingua selezionata
Knowledge
The student who successfully completes the course will have the ability to manage marketing activities in the context of service enterprises. Is able to identify and manage the activities aimed at achieving high levels of customer satisfaction.
Will have acquired knowledge for a correct management of the personnel engaged in the process of service delivery
Assessment criteria of knowledge
In the written exam the student must demonstrate his/her knowledge of the course material and to organise an effective and correctly written reply.
The student will be assessed on his/her demonstrated ability to discuss the group work contents using the appropriate terminology.
Methods:
- Final written exam
- Oral report
- Written report
Further information:
Students are given the opportunity to do a group work.
For those who participate to group work in the final grade is 70% final written exam and 30% oral and written report.
For those who do not participate in group work the final grade is 100% final written exam
Teaching methods
Delivery: face to face
Learning activities:
- attending lectures
- participation in seminar
- preparation of oral/written report
- participation in discussions
- individual study
- group work
Attendance: Not mandatory
Teaching methods:
- Lectures
- Seminar
- project work
Syllabus
Foundations for Services Marketing (INTRODUCTION TO SERVICES, CONSUMER BEHAVIOUR IN SERVICES, CUSTOMER EXPECTATIONS OF SERVICE, CUSTOMER PERCEPTIONS OF SERVICE, THE
GAPS MODEL OF SERVICE QUALITY), Understanding Customer Requirements (LISTENING TO CUSTOMERS THROUGH RESEARCH, BUILDING CUSTOMER RELATIONSHIPS), Aligning Service Design and Standards (SERVICE INNOVATION AND DESIGN, CUSTOMER-DEFINED SERVICE STANDARDS, PHYSICAL EVIDENCE AND THE SERVICESCAPE), Delivering and Performing Service (EMPLOYEES’ ROLES IN SERVICE DELIVERY, CUSTOMERS’ ROLES IN SERVICE DELIVERY, DELIVERING SERVICE THROUGH INTERMEDIARIES AND ELECTRONIC CHANNELS, MANAGING DEMAND AND CAPACITY, SERVICE RECOVERY), Managing Service Promises (INTEGRATED SERVICES MARKETING COMMUNICATIONS, PRICING OF SERVICES), The Financial Impact of Service Quality.
Bibliography
Zeithaml V.A., Bitner M.J., Gremler D.D., Bonetti E., 2012, Marketing dei servizi, Terza edizione, McGraw-Hill;
Kotler P., Bowen J., Makens J.C., Marketing del turismo, (edizione italiana a cura di Mauri A.G.), Pearson, Milano, 2010, capp.2, 8, 12.
Angelini A., 2005, Customer relationship management e customer satisfaction. Aspetti teorici ed evidenze empiriche nel settore turistico, Franco Angeli, Milano, capp.1, 2 e 3;
Further bibliography will be indicated in classroom lessons
Updated: 14/11/2016 17:27
