Economia e Management | Service & Retail management

cod. 0212700141

SERVICE & RETAIL MANAGEMENT

	0212700141
	DEPARTMENT OF MANAGEMENT & INNOVATION SYSTEMS
	EQF6
	BUSINESS MANAGEMENT
	2021/2022

CURRICULUM ACCOUNTING, FINANCE AND AUDITING

	YEAR OF DIDACTIC SYSTEM 2014
	AUTUMN SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	5	15	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.

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
	___

	Contents
	THE COURSE COVERS THE FOLLOWING TOPICS: –CHALLENGING TRENDS OF RETAIL (SERVICE) MANAGEMENT (3 HOURS) –THE (TRADITIONAL) RETAIL SERVICE MARKETING PROCESS AND THE RETAIL SERVICE SECTOR (3 HOURS) –THE SERVICE-DOMINANT LOGIC: SERVICE AS THE NEW PARADIGM OF MARKET EXCHANGE –APPLYING THE SERVICE DOMINANT LOGIC TO RETAILING (3 HOURS) –SERVICE & RETAILING IN THE DIGITAL WORLD (3 HOURS) –ENGAGING RETAIL CUSTOMERS THROUGH SERVICE & SYSTEMS MARKETING (1,5 HOURS) –APPLYING THE SUSTAINABILITY PARADIGM TO RETAILING (1,5 HOURS)

Contents

THE COURSE COVERS THE FOLLOWING TOPICS:
–CHALLENGING TRENDS OF RETAIL (SERVICE) MANAGEMENT (3 HOURS)
–THE (TRADITIONAL) RETAIL SERVICE MARKETING PROCESS AND THE RETAIL SERVICE SECTOR (3 HOURS)
–THE SERVICE-DOMINANT LOGIC: SERVICE AS THE NEW PARADIGM OF MARKET EXCHANGE
–APPLYING THE SERVICE DOMINANT LOGIC TO RETAILING (3 HOURS)
–SERVICE & RETAILING IN THE DIGITAL WORLD (3 HOURS)
–ENGAGING RETAIL CUSTOMERS THROUGH SERVICE & SYSTEMS MARKETING (1,5 HOURS)
–APPLYING THE SUSTAINABILITY PARADIGM TO RETAILING (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.

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
	RESOURCES PROVIDED BY THE TEACHER DURING THE COURSE. RECOMMENDED READINGS: -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 (ARTICLE) -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. (ARTICLE) -CASTALDO S., GROSSO M., PREMAZZI K., RETAIL AND CHANNEL MARKETING, EDWARD ELGAR PUBLISHING, 2020 (SELECTED CHAPTERS) -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. (ARTICLE) FURTHER READINGS: -KANDAMPULLY J., SERVICE MANAGEMENT: THE NEW PARADIGM IN RETAILING, SPRINGER, 2011.

Texts

RESOURCES PROVIDED BY THE TEACHER DURING THE COURSE.

RECOMMENDED READINGS:
-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 (ARTICLE)
-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. (ARTICLE)
-CASTALDO S., GROSSO M., PREMAZZI K., RETAIL AND CHANNEL MARKETING, EDWARD ELGAR PUBLISHING, 2020 (SELECTED CHAPTERS)
-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. (ARTICLE)

FURTHER READINGS:
-KANDAMPULLY J., SERVICE MANAGEMENT: THE NEW PARADIGM IN RETAILING, SPRINGER, 2011.