Portale di Ateneo - En.Unibs.it

In a context of growing servitization of industrial companies and dematerialization of advanced economies, the discipline of marketing services takes on a major role. The aim of the course is the understanding and the ability to apply (in the definition phase of the project work) the prevalent theoretical models developed within the management of service companies with particular reference to the operational tools of service marketing and relationship marketing.
KNOWLEDGE AND UNDERSTANDING
Knowing service sectors and companies, services as products, differences between asset marketing and service marketing.
Understanding customer focus on service marketing.
Understanding the logic of relationship marketing in services.
Know the marketing specificities of some sectors: retail, banking, insurance, financial services, tourism.
CAPACITY TO APPLY KNOWLEDGE AND UNDERSTANDING
Apply the service quality gap model.
Understanding customer expectations and perceptions with marketing research.
Building relationships with consumers and managing disservice.
Design new services.
JUDGMENT AUTONOMY
The student must be able to develop independent and ethical judgments even on corporate realities and marketing problems of which there is incomplete information.
COMMUNICATION SKILLS
Among the expected learning outcomes there is also the development of interpersonal communication skills aimed at analyzing / solving problems and sharing ideas. The preparation and exhibition of group work will allow students to improve their interpersonal communication and public speaking skills.
LEARN ABILITY
The aim of the course is to develop those learning skills (curiosity / interest) that allow students to continue the study in an autonomous and continuous way.