MARKETING MANAGEMENT OF SERVICE INDUSTRIES
Learning outcomes of the course unit
The course aims to illustrate the economic role of service firms in their economic context in the light of the marketing policies that they adopt.
In particular, the course sets out to examine in detail purchasing and sales marketing pursued by retail firms in the large-scale retail sector in the light of changes underway at both the final demand and industrial supply levels. An analysis of the models and application tools is provided with constant reference to actual business situations through the illustration and discussion of successful cases presented in part by managers operating in leading firms in the retail and service sectors.
Course contents summary
1. The service economy.
2. Classification of services and consumer behaviour.
3. Introduction to the role of trading firms in the various trade sectors.
4. Demand for commercial services.
5. The “product” of trading firms.
6. The market and development of commercial/trading/retail firms.
7. Development of and variation in assortment.
8. Development of and variation in commercial margins.
9. Operating the levers of merchandising.
10. Distributors’ brand strategy:
- organisational factors underlying development of private brands;
- various strategic options pursued by companies in promoting private labels;
- private brands and operation of retail mix levers;
- relations with industrial co-packers. Types of relation, contractual aspects, prospects for development;
- the behaviour of Italian of private brand consumers.
Gianpiero Lugli, Marketing distributivo. La creazione di valore nella distribuzione despecializzata, Torino, Utet, 2nd edition (2005), pp.1-15, 21-40, 43-103, 149-190, 195-244, 249-342 and 352-401.
Guido Cristini, Marketing d’insegna e marca privata. Strategie e implicazioni operative per distributori e copackers, Milano, Il Sole 24 Ore (2006), 198 pages.
Students’ learning will be assessed in written form and, on students’ request, supplemented by oral testing.
For attending students assessment methods will be agreed with the teacher during the course.