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SERVICE MANAGEMENT & MARKETING

International Teaching SERVICE MANAGEMENT & MARKETING

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SC23200016
DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
EQF7
DIGITAL MARKETING
2025/2026

OBBLIGATORIO
YEAR OF COURSE 1
YEAR OF DIDACTIC SYSTEM 2024
AUTUMN SEMESTER
CFUHOURSACTIVITY
640LESSONS
MADDALENA DELLA VOLPE T Curriculum
Objectives
KNOWLEDGE AND UNDERSTANDING
THE MAIN OBJECTIVE OF THE TEACHING IS TO EQUIP STUDENTS WITH THE NECESSARY THEORETICAL KNOWLEDGE AND PRACTICAL SKILLS TO UNDERSTAND THE PRIMARY TECHNIQUES USED TODAY FOR CORPORATE GOVERNANCE THROUGH SERVICE-ORIENTED AND SERVICE-CENTERED PARADIGMS. UPON COMPLETION OF THE TEACHING, THE AIM IS THEREFORE TO PROVIDE STUDENTS WITH KNOWLEDGE AND COMPETENCIES RELATED TO:
•METHODS AND TOOLS FOR ENTERPRISE MANAGEMENT FROM A SERVICE PERSPECTIVE;
•SERVICE-DOMINANT APPROACH IN PLANNING AND CONTROLLING BUSINESS PROCESSES;
•DEFINITION OF STRATEGIES BASED ON SERVICE FOR ENTREPRENEURIAL DEVELOPMENT AND GROWTH;
•MARKET ORIENTATION FROM A SERVICE PERSPECTIVE AND OVERCOMING TRADITIONAL CLASSIFICATIONS OF RELATIONSHIPS BETWEEN ACTORS;
•NEW KEY LEVERAGES FOR COMPETITIVE ADVANTAGE, SUCH AS CUSTOMER CENTRICITY, MANY-TO-MANY MARKETING, INSTITUTIONAL ARRANGEMENTS, RESOURCEFULNESS, EMPOWERMENT, ENGAGEMENT.

APPLYING KNOWLEDGE AND UNDERSTANDING:
THROUGH A COMBINATION OF THEORETICAL INSIGHTS, EXERCISES, AND REAL CASE STUDIES, STUDENTS WILL ACQUIRE KNOWLEDGE OF THEORIES, TOOLS, AND TECHNIQUES TO APPLY THE SERVICE-DOMINANT APPROACH, SERVICE ORIENTATION, AND THE NEW FRONTIERS OF SERVICE RESEARCH TO REAL CASES.

AUTONOMY OF JUDGMENT
THE STUDENT WILL BE ABLE TO DISTINGUISH THE HORIZONTAL LOGIC OF SERVICE FROM THAT OF SERVICES, REINTERPRET BUSINESS PROCESSES AND MAIN MANAGEMENT MODELS FROM A SERVICE PERSPECTIVE.

COMMUNICATION SKILLS
THE TEACHING AIMS TO PROVIDE STUDENTS WITH THE ABILITY TO COMMUNICATE THE NEW PRINCIPLES RELATED TO SERVICE AND SERVICE MANAGEMENT, THE OPPORTUNITIES AND THREATS OF SERVICE MARKETING, AND THE DIFFERENCES FROM PAST APPROACHES.

LEARNING SKILLS
THE STUDENT WILL BE ABLE TO IDENTIFY SOLUTIONS TO SPECIFIC PROBLEMS, DEEPENING KNOWLEDGE THROUGH THE SEARCH FOR THE MOST SUITABLE SOURCES.
Prerequisites
None
Contents
THE COURSE FOCUSES ON THE FOLLOWING TOPICS:
- CONCEPTUALIZATION OF BUSINESS DYNAMICS ACCORDING TO THE SERVICE RESEARCH PERSPECTIVE (5 HOURS);
- THE CURRENT STATE OF MARKETING: CHALLENGES AND EVOLUTION (5 HOURS)
- SERVICE DOMINANT LOGIC, AXIOMS AND FUNDAMENTAL PREMISES FOR PLANNING AND CONTROLLING BUSINESS PROCESSES (10 HOURS)
- THE NEW HUMAN TO HUMAN MARKETING PARADIGM AND ITS COMPONENTS: DESIGN THINKING, SERVICE DOMANINAT LOGIC; DIGITALIZATION (10 HOURS)
- INTEGRATION OF RESOURCES AND CO-CREATION OF VALUE (5 HOURS)
- THE CREATION OF SHARED VALUE: NEW KEY LEVERAGES FOR COMPETITIVE ADVANTAGE (5 HOURS)
Teaching Methods
THE COURSE IS STRUCTURED IN DYNAMIC FRONTAL LESSONS, CHARACTERIZED BY A THEORETICAL APPROACH SUPPORTED BY CASE STUDIES, FOR A TOTAL DURATION OF 40 HOURS.
Verification of learning
THE ACHIEVEMENT OF THE TEACHING OBJECTIVES WILL BE ASSESSED THROUGH PASSING AN EXAM GRADED ON A SCALE OF THIRTY.
THE EXAM INTERVIEW AIMS TO VERIFY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT ON THE COURSE TOPICS AND THEIR DEPTH OF UNDERSTANDING. EXAM QUESTIONS WILL FOCUS ON THE CONTENTS INDICATED IN THE TEACHING PROGRAM AND WILL AIM TO ASSESS THE LEVEL OF COMPETENCE REACHED IN THE EXPOSITION THROUGH EVALUATION OF LANGUAGE PROFICIENCY, LOGICAL-DEDUCTIVE ABILITIES, SYNTHESIS, ARGUMENTATION, AND CRITICAL THINKING.
WHEN A STUDENT DEMONSTRATES FRAGMENTED KNOWLEDGE OF THE THEORETICAL TOPICS COVERED, ALONG WITH A LIMITED ABILITY TO CONTEXTUALIZE THE THEORETICAL CONTENT, THEY WILL ACHIEVE THE MINIMUM SCORE LEVEL OF 18/30.
WHEN THE STUDENT SHOWS COMPREHENSIVE AND IN-DEPTH KNOWLEDGE OF THE TOPICS COVERED, ALONG WITH THE ABILITY TO INDEPENDENTLY MAKE CONCEPTUAL CONNECTIONS WITHIN THE DISCIPLINE, THEY WILL ACHIEVE THE MAXIMUM SCORE OF 30/30.
IF THE STUDENT'S MASTERY OF THE CONTENT IS SUPPORTED BY A HIGH LEVEL OF ARGUMENTATION, PROFICIENCY IN SCIENTIFIC LANGUAGE, AND AUTONOMY IN CONTEXTUALIZATION, EXTENDING BEYOND THE CONTEXTS ILLUSTRATED BY THE TEACHER, THEY WILL BE AWARDED WITH DISTINCTION.
Texts
KOTLER, P., PFOERTSCH, W., & SPONHOLZ, U. (2021). H2H MARKETING: THE GENESIS OF HUMAN-TO-HUMAN MARKETING. M. HAAS (ED.). CHAM: SPRINGER.

PORTER, M. E., & KRAMER, M. R. (2018). CREATING SHARED VALUE: HOW TO REINVENT CAPITALISM—AND UNLEASH A WAVE OF INNOVATION AND GROWTH. IN MANAGING SUSTAINABLE BUSINESS: AN EXECUTIVE EDUCATION CASE AND TEXTBOOK (PP. 323-346). DORDRECHT: SPRINGER NETHERLANDS.
More Information
During the course, teaching materials will be provided.
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