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SERVICE MARKETING

International Teaching SERVICE MARKETING

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0212700142
DEPARTMENT OF MANAGEMENT & INNOVATION SYSTEMS
EQF6
BUSINESS MANAGEMENT
2024/2025



YEAR OF COURSE 1
YEAR OF DIDACTIC SYSTEM 2023
AUTUMN SEMESTER
CFUHOURSACTIVITY
515LESSONS
FRANCESCO POLESE T Curriculum
Objectives
KNOWLEDGE AND UNDERSTANDING:
THE COURSE WILL INTRODUCE A CONCEPT OF THE SHIFT TO THE SERVICE-ORIENTED ECONOMY PARADIGM. STUDENTS WILL ACQUIRE KNOWLEDGE AND SKILLS RELATIVE TO THE NEW LOGIC BASED ON INTANGIBLE RESOURCES IN SERVICE, RELATIONSHIPS AND ON THE PHENOMENA OF CO-CREATION OF VALUE.
APPLYING KNOWLEDGE AND UNDERSTANDING:
STUDENTS WILL BE ABLE TO APPLY THE KNOWLEDGE ACQUIRED TO THE IMPLEMENTATION OF EFFECTIVE MARKETING STRATEGIES. LEARNERS WILL ACQUIRE AND DEVELOP SKILLS OF CRITICAL ANALYSIS TO MAKE JUDGMENTS ON THEIR OWN AND TO EVALUATE STRATEGIC ALTERNATIVES IN COMPANIES ORIENTED TO VALUE CO-CREATION FROM A RELATIONAL SERVICE MARKETING PERSPECTIVE.
Prerequisites
NO PREREQUISITE
Contents
MAIN TOPICS:

-NETWORK AND MANY-TO-MANY MARKETING, 3 HOURS OF FRONTAL LESSON;
-VALUE CO-CREATION, 2 HOURS OF FRONTAL LESSON;
-SERVICE-DOMINANT LOGIC: CHANGE IN PERSPECTIVE, AXIOMS AND FOUNDATIONAL PREMISES, 2 HOURS OF FRONTAL LESSON;
-SERVICE-DOMINANT LOGIC: ACTOR-TO-ACTOR PERSPECTIVE, 2 HOURS OF FRONTAL LESSON;
-SERVICE-DOMINANT LOGIC: RESOURCE INTEGRATION, 2 HOURS OF FRONTAL LESSON;
-SERVICE SCIENCE, MANAGEMENT, ENGINEERING AND DESIGN, 2 HOURS OF FRONTAL LESSON;
-SERVICE SYSTEMS & SMART SERVICE SYSTEMS, 2 HOURS OF FRONTAL LESSON.
Teaching Methods
FRONTAL LESSONS FOR 15 HOURS (5CFU).
Verification of learning
THE EXAMS WILL BE HELD WITH AN ORAL INTERVIEW FOCUSED ON THE DEEPENING OF THE COURSE TOPICS AND TO THEIR UNDERSTANDING BY THE STUDENT. THE EVALUATION WILL BE IN THIRTIETHS.
THE MINIMUM (18), WHEN THE LEARNER PRESENTS A FRAGMENTARY KNOWLEDGE OF THE THEORETICAL CONTENTS OF THE COURSE AND A POOR ABILITY TO CONTEXTUALIZE THEM.
THE MAXIMUM (30) IS ASSIGNED WHEN THE STUDENT DEMONSTRATES A COMPLETE KNOWLEDGE OF THE THEORETICAL CONTENTS AND THE ABILITY TO OPERATE AUTONOMOUSLY THE CONCEPTUAL LINKS BETWEEN THEM.
PRAISE IS GIVEN WHEN THE LEARNER DEMONSTRATES SIGNIFICANT MASTERY OF THE THEORETICAL CONTENT, ABILITY TO ARGUE WITH ADEQUATE LANGUAGE PROPERTIES AND THE ABILITY TO CONTEXTUALIZE THEM EVEN IN DIFFERENT CONTEXTS FROM THOSE PROPOSED BY THE TEACHER.
Texts
GUMMESSON, E. (2004), “FROM ONE-TO-ONE TO MANY-TO-MANY MARKETING”, IN SERVICE EXCELLENCE IN MANAGEMENT: INTERDISCIPLINARY CONTRIBUTIONS, PROCEEDINGS FROM THE QUIS 9 SYMPOSIUM, KARLSTAD UNIVERSITY KARLSTAD, SWEDEN, PP. 16-25.

POLESE F., MELE C., GUMMESSON, E. (2017), VALUE CO-CREATION AS A COMPLEX ADAPTIVE PROCESS. JOURNAL OF SERVICE THEORY AND PRACTICE, 27(5), 926-929.

LUSCH R.F., VARGO S.L. (2014), SERVICE DOMINANT LOGIC, CAMBRIDGE UNIVERSITY PRESS, 2014.

BARILE, S., POLESE, F. (2010), “SMART SERVICE SYSTEMS AND VIABLE SERVICE SYSTEMS”, IN SERVICE SCIENCE, VOL.2 NO.1/2, PP. 21-40.
Lessons Timetable

  BETA VERSION Data source ESSE3