Luca Carrubbo
l.carrubbo@unicas.it
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March 2012

Luca Carrubbo – Brno 2012
Agenda/Syllabus
Lesson
Topic
Focus
Lenght
Day
1
Service-oriented new economy paradigm
chance in perspective
4 h
Wednesday  21.03.2012,  14.00-17.50,  G101
Understanding service markets, products, customers
role, rules and constraints in service context
Building a service model
looking for its conceptual evolution
Exercises, case study 1 (Tui)
team work (“integration”)
3
Cooperation with actors (including consumers)
networking, relationships and system vision
4 h
Thursday
22.03.2012,   8.00-11.50,
G101
Service Systems and the emerging concept of smart (or viable)
features of design, management, enhancement, adaptation
Exercises, case study 2 (Zara)
team work (“flexibility”)
3
Promoting value propositions
potential value, effective value
4 h
Monday
26.03.2012,  14.00-17.50,  G101
Positioning services in markets
a “service” logic really applied
Exercises, case study 3 (Lego)
team work (“customization”)
4
Service Environment
service eco-system
4 h
 Wednesday  28.03.2012, 14.00-17.50,  G101
Managing resources and interactions for service environments
new skills,  new strategies, new culture
5
Exercises, case study 4  (students’ proposals)
team work (“home work”), with prezi.com
4 h
Thursday
29.03.2012,   8.00-11.50,
G101
-
Written exams and consultations
6 h
Friday
30.03.2012
G101

Luca Carrubbo – Brno 2012
Course Objectives
•The course will introduce a concept of the shift to the service-oriented economy paradigm. The
stress of seminars will be laid on practical team work and case studies analysis from domain of
information technologies.
•At the end of the course students should be able:
•To understand marketing strategies of business organizations;
•To understand marketing strategies within the scope of new service paradigm;
•To magage marketing strategies processes from the project management point of view.
Teaching & Assessment Methods
•Lectures, presentations and homeworks.
•A seminar work is required for the exam.
•A written examination will be took in place.
Literature References
•LUSCH, R.F., VARGO, S.L. (eds) (2006), The Service-Dominant Logic of Marketing: Dialog, Debate,
and Directions. Armonk, ME Sharpe;
•GUMMESSON, E. (2008), Total Relationship Marketing, III ed., Butterworth-Heinemann, Burlington;
•DEMIRKAN, H., SPOHRER, J., KRISHNA, V. (eds) (2011), The Science of Service Systems, Springer, New
York.

Thank’s.
Any questions?
Luca Carrubbo
l.carrubbo@unicas.it
ASVSA Associazione per la ricerca sui Sistemi Vitali H:\Dottorato - Luca\Extra UniCAS\MaDI Lab\Logo
e targa MaDI\madi-logo.png studiorum universitas casinas Diam_logo