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Università degli Studi di Parma Università degli Studi di Parma
Second cycle degree course in
Finance and risk management
Università degli Studi di Parma
Department of Economics and Management

SERVICES MARKETING
cod. 1004060

Academic year 2011/12
2° year of course - First semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
72 hours
of face-to-face activities
9 credits
hub: PARMA
course unit
in - - -
lectures timetable unavailable
exam calls
Print

Learning objectives

The course aims to provide the skills necessary to develop an integrated view of the process of services marketing management in order to create customer value.

Prerequisites

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Course unit content

Services require specific methods and tools, especially with regard to marketing and, in general, to customer relationship management.
In this perspective, the course aims to explore the following main contents:
- service experience;
- service marketing mix (processes, pricing, promotion, servicescape and people;
- measuring and managing customer satisfaction and service quality;
- customer loyalty management.

Full programme

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Bibliography

Zeithaml V.A., Bitner M.J., Gremler D.D., Marketing dei servizi, McGraw-Hill, 2008.

Donetti A., L'eccellenza nei servizi, Guerini e Associati, 2008

A selection of articles and lecture notes provided by the Professor

Teaching methods

Oral lesson

Assessment methods and criteria

Written exam

Other information

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