B5645 - SERVICES MARKETING

Learning outcomes

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

Course contents

Some of the specific skills I hope you will obtain in this course are listed below.

Being a critical user of information about how consumers behave, and about markets is important; all of these activities will help you become an educated decision maker, and it is my hope that you will use the skills in your future daily professional life.

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

Readings/Bibliography

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

Teaching methods

My approach is to give you the opportunity to learn and explore service concepts through a) lectures and b) cases.

a) Lectures. In the lectures I present concepts of services marketing. Note that concepts and theories that I will present in the lectures are not specifically developed for the cultural industry; rather they apply to the vast majority of BtoC services. This approach reflects the choice to avoid the “we are different” syndrome. In other words, the services marketing logic can be applied independently of the context. Context requires adaptations and fine-tuning but not new theories.

b) Project Works

Assessment methods

Exams are necessary to assess your mastery of core concepts. The three exams per year given in this class will cover the book chapters indicated in the syllabus.

Exams will consist of 4 open-ended questions and or multiple choice on the topics covered by the book chapters. The questions are distributed on EOL even if the exams will be held in presence. So, you are required to bring your laptop the day of the exam.

For most students, exams will take approximately 45 to complete, but please take your time and remember that you have the 60 minutes to complete it.

Please remember that, since this course is tied with Prof. Luca Zan’s course, he will register the final grade (the arithmetic mean) on Almaesami once you have completed both exams.

The overall grade is the arithmetic average of the results of the two checks.

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