Service & Retail management

Economia e Management Service & Retail management

0212700141
DEPARTMENT OF MANAGEMENT & INNOVATION SYSTEMS
EQF6
BUSINESS MANAGEMENT
2022/2023



YEAR OF COURSE 1
YEAR OF DIDACTIC SYSTEM 2014
AUTUMN SEMESTER
CFUHOURSACTIVITY
515LESSONS
Objectives
KNOWLEDGE AND UNDERSTANDING
THE FUNDAMENTAL AIM OF THE COURSE IS THE ACQUISITION OF KNOWLEDGE AND SKILLS DEVELOPMENT OF AN EFFECTIVE APPROACH TO SERVICE MARKETING BASED ON UNDERSTANDING THE CRITICAL RELATIONSHIPS IN A CONTEXT OF GLOBALIZATION AND HYPER-COMPETITION, WITH PARTICULAR REFERENCE TO THE SERVICES AND RETAIL SECTORS.

APPLYING KNOWLEDGE AND UNDERSTANDING
STUDENTS WILL BE ENDOWED WITH THE CAPABILITY TO USE SERVICE MARKETING MODELS, TECHNIQUES AND TOOLS TO APPLY IN SERVICE-ORIENTED ORGANIZATIONS ACCORDING TO THE SERVICE-DOMINANT LOGIC PARADIGM WITH PARTICULAR REFERENCE TO THE RETAIL BUSINESS.
Prerequisites
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Contents
THE COURSE COVERS THE FOLLOWING TOPICS:
THE DIGITIZATION CHALLENGE (1.5 HOURS)
THE SUSTAINABILITY CHALLENGE (1.5 HOURS)
THE RETAIL SECTOR (1.5 HOURS)
RETAIL MARKETING (1.5 HOURS)
CHANNEL MARKETING (1.5 HOURS)
E-TAILING (1.5 HOURS)
MULTI AND OMNI-CHANNEL MANAGEMENT (1.5 HOURS)
SERVICE-DOMINANT LOGIC: SERVICE AS GENERAL PARADIGM OF MARKET EXCHANGE (1.5 HOURS)
THE DOMINANT LOGIC SERVICE IN RETAIL (1.5 HOURS)
SERVICE & SYSTEMS MARKETING FOR CUSTOMER ENGAGEMENT IN RETAIL (1.5 HOURS)
Teaching Methods
THE COURSE ADOPTS AN INTERACTIVE LEARNING APPROACH AND IS ORGANIZED AS FOLLOWS (15 HOURS - 5 CFU):
–LECTURES (9 HOURS),
–SEMINARS AND CASE STUDIES (3 HOURS),
–FOCUS AND WORKS GROUPS (3 HOURS)
Verification of learning
THE ACHIEVEMENT OF THE LEARNING OBJECTIVES IS CERTIFIED BY PASSING AN ORAL EXAM.
THE ORAL EXAM CONSISTS OF PRESENTATION AND DISCUSSION OF A TECHNICAL WORK IN THE FORM OF A PROJECT WORK PRODUCED BY THE STUDENT EITHER AUTONOMOUSLY OR IN A GROUP ON A PROBLEM OR CASE STUDY AGREED UPON WITH THE TEACHER. FURTHER QUESTIONS AND DISCUSSION ON THE THEORETICAL AND METHODOLOGICAL CONTENTS DEVELOPED DURING THE LESSONS, ARE AIMED AT VERIFYING THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT, AS WELL AS TESTING THE EXPOSITION CAPACITY USING AN APPROPRIATE LANGUAGE, AND THE ABILITY TO AUTONOMOUSLY ORGANIZE THE DISCUSSION ON THE SAME TOPICS.
Texts
TEXT BOOKS:
CASTALDO, S., GROSSO, M., & PREMAZZI, K. (2020). RETAIL AND CHANNEL MARKETING. EDWARD ELGAR PUBLISHING (CHAPTERS 1, 2, 7, 8, 9)

ARTICLES:
BARILE, S., & SAVIANO, M. (2020). ENGAGING RETAIL CUSTOMERS THROUGH SERVICE AND SYSTEMS MARKETING: INSIGHTS FOR COMMUNITY PHARMACY STORES. IN HANDBOOK OF RESEARCH ON RETAILING TECHNIQUES FOR OPTIMAL CONSUMER ENGAGEMENT AND EXPERIENCES (PP. 284-308). IGI GLOBAL.

PRESENTATIONS:
VARGO, S. (2018) SERVICE-DOMINANT LOGIC: FOUNDATIONS AND FUTURES, CTF SERVICE RESEARCH CENTER
KARLSTAD UNIVERSITY, SWEDEN, OCTOBER 17, 2018

FURTHER READINGS:
-KANDAMPULLY J., SERVICE MANAGEMENT: THE NEW PARADIGM IN RETAILING, SPRINGER, 2011.
More Information
INDIVIDUAL NEEDS AND INTERESTS FOR PERSONALIZED PROGRAMS CAN BE DISCUSSED WITH THE TEACHER BY CONTACTING HER AT THE EMAIL ADDRESS: MSAVIANO@UNISA.IT.
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