First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Economics and Political Science
Course unit
EPP6077239, A.A. 2019/20

Information concerning the students who enrolled in A.Y. 2018/19

Information on the course unit
Degree course Second cycle degree in
EP2372, Degree course structure A.Y. 2017/18, A.Y. 2019/20
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Number of ECTS credits allocated 6.0
Type of assessment Mark
Course unit English denomination SERVICE MANAGEMENT
Department of reference Department of Economics and Management
E-Learning website
Mandatory attendance No
Language of instruction English
Single Course unit The Course unit CANNOT be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit

Teacher in charge MARCO UGO PAIOLA SECS-P/08

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses SECS-P/08 Corporate Finance 6.0

Course unit organization
Period First semester
Year 2nd Year
Teaching method frontal

Type of hours Credits Teaching
Hours of
Individual study
Lecture 6.0 42 108.0 No turn

Start of activities 23/09/2019
End of activities 18/01/2020
Show course schedule 2019/20 Reg.2017 course timetable

Examination board
Board From To Members of the board
2 Commissione AA 2019/20 01/10/2019 30/11/2020 PAIOLA MARCO UGO (Presidente)
DI MARIA ELEONORA (Membro Effettivo)
SEDITA SILVIA RITA (Membro Effettivo)

Target skills and knowledge: The aim of the course is to give students fundamental theoretical and professional competences useful to understand modern service business growth in B2B companies, with special attention to digital tranformation processes.
Examination methods: For attending students:
Final marks will be based on: a team work that will be evaluated and presented at the end of the course; a written individual exam, based on selected chapters of the textbook, topics presented and discussed in classroom, and additional readings and case studies.
For NON-attending students:
Non-attending students will take a written exam based on the readings (textbook and selected scientific papers, see below).
Assessment criteria: Student's evaluation will be based on the competences developed in applying autonomously the course’s topics. Attending students will be also evaluated on their capability to work in group, envision solutions and do analyses related to real case studies.
Course unit contents: [1] Why services? The service imperative: servitization drivers and B2B services challenges and categories
[2] Are manufacturing firms fit for services? Resources, capabilities and organization; pricing challenges; distribution channels management.
[3] Service innovation and technology: using data and I4.0 technologies to improve the firm’s service footprint and renovate the business models
[4] Service strategy alignment: Building a service culture
At the beginning of the course, a detailed course schedule will be provided with a more fine-grained representation of class contents.
Planned learning activities and teaching methods: Traditional class teaching will be mixed with case-study discussions, seminars and presentations given by external speakers (managers and experts). Attending students will be involved in team working and case discussions.
Students will learn through individual study, participation to discussions in classroom and team working. All the materials will be available at the course’s Moodle web pages.
Additional notes about suggested reading: For Attending students:
Kowalkowsky and Ulaga, Service strategy in action, 2017, limited to the following chapters:
1 - The service imperative: why services?
2 - B2B service challenges and categories
3 - Building a true service culture: key milestones.
4 - Service strategy: is it aligned with corporate goals?
5 - Resources and capabilities: are you fit with services?
7 - Capturing more value: pricing services for profits
11 - Organizing for services: are services integrated?
12 - Channel partner management: are you aligned?
Selected papers and materials to be downloaded via AIRE and Moodle (to be indicated in due time)

For NON-attending students:
• Kowalkowsky and Ulaga, Service strategy in action, 2017 (entire book).

Additional compulsory reading:
Chapter 5:
• Oliva, R., & Kallenberg, R. (2003), Managing the transition from products to services, Interna5onal Journal of Service Industry Management, 14(2), 160-172.
Chapter 8-9:
• Allmendinger, G., & Lombreglia, R., 2005, ‘Four strategies for the age of smart services’, Harvard Business Review, 83(10), 131.
• Porter, M. E., & Heppelmann, J. E., 2014, ‘How Smart, Connected Products Are Transforming Compe55on’, Harvard Business Review, November, pp.11-64 and
• Porter, M. E., & Heppelmann, J. E., 2015, ‘How Smart, Connected Products Are Transforming Companies’, Harvard Business Review, October, pp.96–112, 114
Chapter 12:
• R. Wise and P. Baumgartner, “Go Downstream: The New Profit Imperative in Manufacturing,” Harvard Business Review, Vol. 77, No. 5, 1999, pp. 133-141.
Textbooks (and optional supplementary readings)
  • Kowalkowsky and Ulaga, Service strategy in action. --: Service Strategy Press, 2017. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Lecturing
  • Laboratory
  • Problem based learning
  • Case study
  • Interactive lecturing
  • Working in group
  • Questioning
  • Action learning
  • Problem solving
  • Concept maps
  • Flipped classroom
  • Work-integrated learning
  • Peer assessment
  • Video shooting made by the teacher/the students
  • Students peer review

Innovative teaching methods: Software or applications used
  • Moodle (files, quizzes, workshops, ...)
  • Kaltura (desktop video shooting, file loading on MyMedia Unipd)
  • Top Hat (active quiz, quiz)

Sustainable Development Goals (SDGs)
Quality Education Gender Equality Affordable and Clean Energy Decent Work and Economic Growth Industry, Innovation and Infrastructure Responsible Consumption and Production