SERVICE & RETAIL MANAGEMENT (ENGLISH)

Economia e Management SERVICE & RETAIL MANAGEMENT (ENGLISH)

0212700141
DIPARTIMENTO DI SCIENZE AZIENDALI - MANAGEMENT & INNOVATION SYSTEMS
CORSO DI LAUREA
ECONOMIA E MANAGEMENT
2019/2020



ANNO ORDINAMENTO 2014
PRIMO SEMESTRE
CFUOREATTIVITÀ
515LEZIONE
Obiettivi
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.

Prerequisiti
NONE.
Contenuti
THE COURSE COVERS THE FOLLOWING TOPICS:
1.SERVICE MARKETING: A CROSS-SECTIONAL DISCIPLINE (2 HOURS)
2.DECISION AND MODELS OF SERVICE MARKETING & MANAGEMENT (2 HOURS)
3.FROM PRODUCT TO EXPERIENCE: EXPERIENTIAL CONSUMPTION (2 HOURS)
4.PERSPECTIVE SHIFTS IN MARKETING: TOWARD A PARADIGM CHANGE AND EVOLVING TO A NEW SERVICE DOMINANT LOGIC IN RETAIL (2 HOURS)
5.THE SERVICE-DOMINANT LOGIC: SERVICE AS THE NEW PARADIGM OF MARKET EXCHANGE (2 HOURS)
6.THE RETAIL SERVICE SECTOR. RETAIL MARKETING & MANAGEMENT (3 HOURS)
7.COMPETING THROUGH SERVICE. A NEW SYSTEMS PERSPECTIVE IN RETAIL SERVICE MARKETING & MANAGEMENT (2 HOURS)
Metodi Didattici
THE COURSE ADOPTS AN INTERACTIVE LEARNING APPROACH AND IS ORGANIZED AS FOLLOWS (15 HOURS - 5 CFU):
-LECTURES (8 HOURS),
-SEMINARS AND CASE STUDIES (3 HOURS),
-EXERCISES AND WORKS GROUPS 4 HOURS).
Verifica dell'apprendimento
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.
Testi
1.LUSCH R., VARGO S., SERVICE-DOMINANT LOGIC: PREMISES, PERSPECTIVES, POSSIBILITIES, CAMBRIDGE UNIVERSITY PRESS, 2014 (SELECTED CHAPTERS)
2.CASTALDO S., GROSSO M., PREMAZZI K., RETAIL AND CHANNEL MARKETING, EDWARD ELGAR PUBLISHING, 2013 (SELECTED CHAPTERS)
ALTERNATIVELY: KANDAMPULLY J., SERVICE MANAGEMENT: THE NEW PARADIGM IN RETAILING, SPRINGER, 2011.

3.FURTHER READINGS:
-VARGO, S., & LUSCH, R. (2004). EVOLVING TO A NEW DOMINANT LOGIC FOR MARKETING. JOURNAL OF MARKETING, 68(1), 1-17. RETRIEVED FROM HTTP://WWW.JSTOR.ORG/STABLE/30161971
-VARGO, S. L. AND LUSCH, R. F. (2006). SERVICE-DOMINANT LOGIC: WHAT IT IS, WHAT IT IS NOT, WHAT IT MIGHT BE. IN R. F. LUSCH AND S. L. VARGO (EDS.) THE SERVICE-DOMINANT LOGIC OF MARKETING: DIALOG, DEBATE, AND DIRECTIONS, (43-56). ARMONK, NEW YORK: M.E. SHARPE
-LUSCH R.F., VARGO S.L., O’BRIEN M., “COMPETING THROUGH SERVICE: INSIGHTS FROM SERVICE-DOMINANT LOGIC”, IN JOURNAL OF RETAILING, VOL. 83, NO. 1, PP. 2-18, 2007.
-BARILE, S., & SAVIANO, M. (2014). “A NEW SYSTEMS PERSPECTIVE IN RETAIL SERVICE MARKETING”. IN MUSSO. F. (ED.) HANDBOOK OF RESEARCH ON RETAILER-CONSUMER RELATIONSHIP DEVELOPMENT, IGI GLOBAL, PP. 197-218.
Altre Informazioni
INDIVIDUAL NEEDS AND INTERESTS FOR PERSONALIZED PROGRAMS CAN BE DISCUSSED WITH THE TEACHER BY CONTACTING HER AT THE EMAIL ADDRESS: MSAVIANO@UNISA.IT.
  BETA VERSION Fonte dati ESSE3 [Ultima Sincronizzazione: 2021-02-19]