Marialuisa SAVIANO | Service & Retail management
Marialuisa SAVIANO Service & Retail management
cod. 0212700141
SERVICE & RETAIL MANAGEMENT
| 0212700141 | |
| DIPARTIMENTO DI SCIENZE AZIENDALI - MANAGEMENT & INNOVATION SYSTEMS | |
| EQF6 | |
| BUSINESS MANAGEMENT | |
| 2019/2020 |
| YEAR OF DIDACTIC SYSTEM 2014 | |
| PRIMO SEMESTRE |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 5 | 15 | LESSONS |
| 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. |
| Prerequisites | |
|---|---|
| NONE. |
| Contents | |
|---|---|
| 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) |
| Teaching Methods | |
|---|---|
| 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). |
| 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 | |
|---|---|
| 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. |
| 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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