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as of 6/30/2022

SERVICES MARKETING
Country - Partner Institution - Programs: Italy - University of Bologna - 'Univ. of Bologna'
UC Course SubjectBusiness Administration
Number & Suffix: 170
Full UC Title: SERVICES MARKETING 
Transcript Title: SERVICES MARKETING 
UC QTR Units - Division: 6.0 - Upper Division 
Course Description: This is a graduate level course that is part of the Laurea Magistrale in innovation and organization of culture and the arts. The course is intended for advanced level students only. Enrollment is by consent of the instructor. Students who complete a term paper on a pre-approved topic are awarded one extra unit. Maximum units for this course are six. The course focuses on the elements of marketing within the service sector that are applicable specifically to cultural organizations. This course introduces, discusses, and analyzes several key topics in the area of service. The course explores topics including challenges inherent in marketing and managing services; developing and delivering quality service; strategies and tools for addressing the challenges of services management and marketing, the “services marketing mix,” and the complexities of service design, delivery, and communication aimed at building sustainable service brands. Students discuss producing and delivering services, the servuction model and its implication for theory and practice; customer behavior before and during the service experience; the role of employees in service delivery; the Servicescape; service quality and customer satisfaction; measuring customer satisfaction; and pricing. The course includes traditional lectures, presentations, and interactive teaching regarding concepts and theories as well as in class discussions of case studies. Assessment is based on a written exam based on essay questions. 
Language of Instruction: English
 
Partner Title: SERVICES MARKETING 
Partner University Department: Innovation and organization of culture and the arts 
Partner University Course Number: 37228