E&I Master Degree Service Management course - Class 1 presentation of the course

1. Master Degree in:
Entrepreneurship & Innovation
SERVICE MANAGEMENT
course
Or, better:
MANAGING SERVICES AND SOLUTIONS
IN BTOB MANUFACTURING COMPANIES

2. Already registered on Moodle?
If not, download these slides @
slideshare
«E&I Master Degree Service
Management course - Class 1
presentation of the course»

3. 3E&I service MANAGEMENT 2019-20 3
s
M
Introduction to the course
Week 1

4. 4E&I service MANAGEMENT 2019-20 4
s
MTopics logistics and additional references
Class 1 reference to book (KU) chapter:
• None
Links to other book's chapters and program's part:
• None
Additional Reading:
• None
Optional Resources:
• None

5. 5E&I service MANAGEMENT 2019-20 5
s
MWell, about myself…
Marco Paiola
PhD Bocconi University, Milan
Associate Professor of Business Strategy @DSEA, Unipd
Coordinator, Digital Transformation Lab (www.dt-lab.it) @DSEA, Unipd
Teaching:
• Business Strategy 2 @TREC
• Service Management @E&I
• Managerial Lab 2 @E&I
Scientific and research activities:
• Service and solution business growth in manufacturing (Servitization), Digital Servitization.
• Digital business transformation: IOT-enabled business models change.
• Knowledge management and innovation strategies in Knowledge Intensive Business Services
(KIBS), such as software and digital-media design firms.
Reach me at:
• Linkedin (marco paiola) Dt-lab.it
• marco.paiola@unipd.it
• https://elearning.unipd.it/economia/course/view.php?id=1438 (EPP6077239 - SERVICE
MANAGEMENT 2019-2020)

6. The Service Management course
deals with the strategic, organizational,
technological and cultural challenges of
servitization in BtoB manufacturing
companies

7. Do you know what a BtoB company is?
Any examples of BtoB manufacturing
companies?

8. Every company is a service company

9. 9E&I service MANAGEMENT 2019-20 9
s
MPrerequisites
• Strategic concepts and constructs:
– Business strategies (differentiation, cost, focal)
– Corporate strategies (diversification, integration)
– Competitive analysis (5 forces and SWOT)
– Industry analysis (environment and scenario)
• Marketing concepts and constructs:
– Buying process and marketing options
– Marketing mix and operational marketing basics
– Relationship marketing basics

10. 10E&I service MANAGEMENT 2019-20 10
s
MStructure of the course
• Frontal lessons, approx. 2/3
• Project works, approx. 1/3 (in class)
• Final presentations
• Final examination

11. 11E&I service MANAGEMENT 2019-20 11
s
MMethod
• Traditional lessons
• Group work
– Class activities
– Home activities
• External professionals participation:
– Testimonials and guest speakers
– Company’s tutor for the group work

12. Attendants and NON-attendants:
different programs and exams

13. 13E&I service MANAGEMENT 2019-20 13
s
MCourse’s study and examination materials
For attendants:
1. Selected chapters of: Kowalkowsky and Ulaga,
Service strategy in action, 2017.
2. Selected papers and materials to be
downloaded via AIRE and Moodle
3. Teacher’s slides (via moodle)
4. Specific and empirical data in project works,
taylored on real cases

14. 14E&I service MANAGEMENT 2019-20 14
s
MCourse’s study and examination materials
For attendants:
• Selected chapters of: Kowalkowsky and Ulaga, Service
strategy in action, 2017.
– 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?
– 10. Transforming sales: is your sales force ready for services?
– 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)

15. 15E&I service MANAGEMENT 2019-20 15
s
MCourse’s study and examination materials
For NON-attendants:
• Kowalkowsky and Ulaga, Service strategy in
action, 2017 (entire book).
• Selected papers and materials to be downloaded
via AIRE and Moodle

16. Attendants will participate in
groupworks

17. 17E&I service MANAGEMENT 2019-20 17
s
MMethod – Group work
• Last third of classes hours is dedicated to group
work:
– Teams will work on themes agreed upon directly with
selected local (regional) firms
• Object of the group work:
– Apply the course’s concept to a real case-firm
• Outcomes of the group work:
– Prepare an intermediate presentation of the word
– Do a final report of the work

18. 18E&I service MANAGEMENT 2019-20 18
s
MGroup formation
Criteria:
• Logistics
• Mixed Italian – foreign language speaking (compulsory)
Organization:
• 3-5 people per group
• Required: possibility to travel (within 100km) to do the
interviews
• 1 delegate - spokesman in order to smooth
communication
PLEASE FILL IN THE GFORMS SURVEY FOR THE WG

19. Please fill in a simple survey
https://forms.gle/mreiGtWek1PqhJpV6

20. 20E&I service MANAGEMENT 2019-20 20
s
MProject works
• Written project of 25 pages approx.
• One case/firm each group, assignments will be
managed in collaboration with involved firms
• Project works will be presented at the end of the
course and written projects are to be submitted
prior to the first examination day (deadline will
be communicated in due time)

21. 21E&I service MANAGEMENT 2019-20 21
s
MCourse’s Grades
For attendants:
• Projects Works*
• Dedicated final examination.
For non-attendants:
• Dedicated final examination.
*PW marks will last a year, expiring at the beginning of
the next years’ Service Management course)

22. 22E&I service MANAGEMENT 2019-20 22
s
MThe final examination
For Attendants:
• 2 open questions (written, within given space)
– 1 (long): relates to a broad topic of the course
– 1 (short): focused question related to a particular
issue treated in the course
– Duration: 50’

23. 23E&I service MANAGEMENT 2019-20 23
s
MThe final examination
FOR NON-ATTENDANTS:
• 3 open questions with limited space
– 2 (long): relate to broad topics dealt with in the
course
– 1 (short): focused question related to a particular
issue or domain described in the course
– Duration: 1h 10’

24. 24E&I service MANAGEMENT 2019-20 24
s
MLessons schedule
interviews
WG in class
Fundamental
concepts first
Work in progress schedule! Any major changes will be communicated in due time
# Date class # Topic Resources*
2 02-ott 1 introduction to the course
2 03-ott 2 Why services? the service imperative KU1
2 09-ott 3 B2B services challenges and categories KU2
2 10-ott 4 Resources and capabilities. IB, technology and transition line KU5+add
2 16-ott cont.
2 17-ott 5 Organizing for services KU11
2 23-ott 6 Channel partner management. SC positioning: research evidenceKU12+add
2 24-ott 7 Transforming sales for services KU10
2 30-ott Guest speaker
2 31-ott 8 Technology, BM innovation and service business models add
2 06-nov Guest speaker
2 07-nov Cont.
2 13-nov 13:00 GUEST SPEAKER: CHRISTIAN KOWALKOWSKY
2 14-nov 9 Service strategy alignment; Building a service culture KU3, KU4
2 20-nov workgroups launch
2 21-nov
2 27-nov intermediate check-ups
2 28-nov
2 04-dic public speaking presentations
2 05-dic public speaking presentations
2 11-dic closing of the course
12-dic
W6: Technology
and SBM
W1: Foundations
W2: Challenges
and resources
W3: Organization
W4: Channels and
Innovation
W5: Technology
and SBM
W7: Strategy and
Culture
W8: WG
W9: WG
W10: WG
W11: Closing

25. 25E&I service MANAGEMENT 2019-20 25
s
M
The roadmap for service strategy growth
(structure of the book)
* *
* Chapters with specific integrations