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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

MARKETING OF SERVICES
cod. 1001847

Academic year 2010/11
2° year of course - First semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
36 hours
of face-to-face activities
5 credits
hub: PARMA
course unit
in - - -
lectures timetable unavailable
exam calls
Print

Learning objectives

The course aims at providing the necessary key skills to develop an integrated view of the process of service marketing management, finalised at the creation of 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 at exploring the following main contents:
- management of service experience
- marketing mix (processes, pricing, promotion, physical environment 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.
A selection of articles and lectur notes provided by the Professor.

Teaching methods

Oral lesson

Assessment methods and criteria

Written exam

Other information

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