Economia e Management | SERVICE & RETAIL MARKETING (ENGLISH)

cod. 0212700115

SERVICE & RETAIL MARKETING (ENGLISH)

	0212700115
	DIPARTIMENTO DI SCIENZE AZIENDALI - MANAGEMENT & INNOVATION SYSTEMS

	BUSINESS MANAGEMENT
	2015/2016

CURRICULUM AMMINISTRAZIONE, FINANZA E CONTROLLO

	YEAR OF COURSE 2
	YEAR OF DIDACTIC SYSTEM 2014
	PRIMO SEMESTRE

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	10	30	LESSONS	OPTIONAL SUBJECTS

	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. MAKING JUDGEMENT LEARNERS WILL BE ABLE TO ACQUIRE AND DEVELOP SKILLS OF CRITICAL ANALYSIS TO MAKE JUDGMENTS ON THEIR OWN DECISIONS ON MARKETING-ORIENTED ENTERPRISES TO CO-CREATION OF VALUE OVER THE RELATIONAL SERVICE, WITH PARTICULAR REFERENCE TO RETAIL. COMMUNICATION SKILLS THE COURSE AIMS TO IMPROVE LISTENING SKILLS FOR THE ANALYSIS AND INTERPRETATION OF SERVICE MARKETING PROBLEMS IN AN INTRA- AND INTER-ORGANIZATIONAL RELATIONAL CONTEXT. LEARNING SKILLS LEARNERS WILL DEVELOP DYNAMIC CAPABILITIES TO IMPROVE AND ADAPT THEIR KNOWLEDGE ENDOWMENT IN RESPONSE TO FAST CHANGE REQUIREMENTS IN MARKETS CHARACTERIZED BY HIGH DYNAMISM.

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.

MAKING JUDGEMENT
LEARNERS WILL BE ABLE TO ACQUIRE AND DEVELOP SKILLS OF CRITICAL ANALYSIS TO MAKE JUDGMENTS ON THEIR OWN DECISIONS ON MARKETING-ORIENTED ENTERPRISES TO CO-CREATION OF VALUE OVER THE RELATIONAL SERVICE, WITH PARTICULAR REFERENCE TO RETAIL.

COMMUNICATION SKILLS
THE COURSE AIMS TO IMPROVE LISTENING SKILLS FOR THE ANALYSIS AND INTERPRETATION OF SERVICE MARKETING PROBLEMS IN AN INTRA- AND INTER-ORGANIZATIONAL RELATIONAL CONTEXT.

LEARNING SKILLS
LEARNERS WILL DEVELOP DYNAMIC CAPABILITIES TO IMPROVE AND ADAPT THEIR KNOWLEDGE ENDOWMENT IN RESPONSE TO FAST CHANGE REQUIREMENTS IN MARKETS CHARACTERIZED BY HIGH DYNAMISM.

	Prerequisites
	-----------------

	Contents
	THE EVOLUTION OF SERVICE MARKETING. SERVICE AS THE NEW PARADIGM OF MARKET EXCHANGE. THE SERVICE DOMINANT LOGIC. EXPERIENTIAL CONSUMPTION. RETAILING. THE RETAIL SECTOR. RETAIL MARKETING. RETAIL INNOVATION. RETAIL BRANDING. CHANNEL MANAGEMENT. CHANNEL DESIGN. CHANNEL MARKETING. E-TAILING. MULTI-CHANNEL MANAGEMENT.

	Teaching Methods
	LECTURES, SEMINARS, CASE STUDIES, PROJECT WORKS, EXERCISES, CLASSROOM DISCUSSIONS, ON FIELD STUDY.

	Verification of learning
	PROJECT WORKS FINAL ORAL EXAMINATION.

	Texts
	LUSCH R., VARGO S., SERVICE-DOMINANT LOGIC: PREMISES, PERSPECTIVES, POSSIBILITIES, CAMBRIDGE UNIVERSITY PRESS, 2014 (SELECTED CHAPTERS) 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. FURTHER READINGS: VARGO S.L., AKAKA A. “SERVICE-DOMINANT LOGIC AS A FOUNDATION FOR SERVICE SCIENCE: CLARIFICATIONS”, IN SERVICE SCIENCE, VOL. 1, NO. 1, PP. 32-41, 2009. 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.

Texts

LUSCH R., VARGO S., SERVICE-DOMINANT LOGIC: PREMISES, PERSPECTIVES, POSSIBILITIES, CAMBRIDGE UNIVERSITY PRESS, 2014 (SELECTED CHAPTERS)
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.

FURTHER READINGS:
VARGO S.L., AKAKA A. “SERVICE-DOMINANT LOGIC AS A FOUNDATION FOR SERVICE SCIENCE: CLARIFICATIONS”, IN SERVICE SCIENCE, VOL. 1, NO. 1, PP. 32-41, 2009.
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.