Advanced marketing for goods and services (2015/2016)

Course code
Marta Maria Ugolini
Teaching is organised as follows:
Unit Credits Academic sector Period Academic staff
PARTE I 6 SECS-P/08-MANAGEMENT I semestre Liz Gill
Marta Maria Ugolini
PARTE II 3 SECS-P/08-MANAGEMENT I semestre Liz Gill

Learning outcomes

Subject Overview
Contemporary market economies are dominated by services. This subject helps students appreciate the distinct characteristics of services and the implications these have for developing and implementing marketing strategies in a wide range of service industries. Current issues in technology and ethics are also examined in relation to service organizations.

Learning outcomes
On successful completion of this subject, you should:
• be able to identify the distinctive characteristics of services marketing and explain the expanded marketing mix;
• be able to conceptualize and explain the significance of satisfaction, value and service quality in achieving competitive advantage, and devise approaches for measuring these elements;
• be able to formulate a service product strategy and explain the important considerations in the development of new services;
• be able to explain the importance of asset use and yield management and develop pricing objectives and strategies;
• be able to describe capacity management techniques and formulate demand management strategies;
• be able to discuss the implications of service characteristics on marketing communications, and develop appropriate marketing communications strategies;
• be able to design an effective customer service organization, including implementation guidelines for a customer service program;
• be able to articulate the importance of customer retention, and develop retention strategies; and
• be able to describe and develop an effective service recovery process.


Prescribed text for attending students

Services marketing : people, technology, strategy. - 7th Global ed. Christopher Lovelock, Jochen Wirtz.

The topics in this subject are the Chapters of the prescribed text:
Topic 1 New Perspectives on Marketing in the Service Economy
Topic 2 Consumer Behavior in a Services Context
Topic 3 Positioning Services in Competitive Markets
Topic 4 Developing Service Products: Core and Supplementary Elements
Topic 5 Distributing Services Through Physical and Electronic Channels
Topic 6 Setting Prices and Implementing Revenue Management
Topic 7 Promoting Services and Educating Customers
Topic 8 Designing and Managing Service Processes
Topic 9 Balancing Demand and Productive Capacity
Topic 10 Crafting the Service Environment
Topic 11 Managing People for Service Advantage
Topic 12 Managing Relationships and Building Loyalty
Topic 13 Complaint Handling and Service Recovery
Topic 14 Improving Service Quality and Productivity
Topic 15 Striving for Service Leadership

Non attending students will have to prepare the following textbook and scientific paper:

- Mattiacci A., Pastore A., Marketing. Il management orientato al mercato, Hoepli, Milano, 2014 (tutti i capitoli)
- Vargo & Lusch, “Evolving to a new dominant logic for marketing”, Journal of Marketing, vol. 68, 2004

Assessment methods and criteria

ATTENDING Students will be required to read assigned papers and to perform an oral formal presentation of one or two of them

How you are expected to engage with the subject
To study this subject effectively, you should follow these guidelines:
1. Refer to each online topic and read the relevant chapters of the prescribed textbook.
2. Read the objectives and commentary for each online topic.
3. Read the provided Readings, if any, for the topic.
4. Complete the review exercise provided for each topic.
5. To gain further insight in the topic area, attempt to read more from the list of 'references for further readings provided.
6. Take notes as you read further and start preparing initial answers for your assignment tasks well in advance before the due date.
7. Refer to the learning skills resources provided to ensure that your assignment content and presentation meet academic standards.
8. After the last topic is completed, reflect on your notes, and revise your learning during the review period before you attempt the last assessment task.

ng during the review period before you attempt the last assessment task.

Studying at university does not mean studying alone. Take advantage of collective wisdom.
Use the subject schedule to plan your studies over the session.

The grading will be as follows:
- Assessments 20 marks
- Final exam 5 marks
- Participation (beyond formal assessments) 5 marks

The final exam for attending students will be written (open questions relating to course materials)

For non attending students, exam will be both written and oral. It is necessary to pass the written test to access oral.