services marketing course outline

8/3/2019 Services Marketing Course Outline

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SVKMS NMIMS UNIVERSITY

SCHOOL OF BUSINESS MANAGEMENT

Programme: PTMBA Third year

Batch: 2008-2011

Course: Services Marketing

Faculty: Ms. Hufrish Homavazir

Email [email protected]

M- 98215 82119

Introduction to the course:

Increasingly Indian economy is becoming a service economy. Over the last one decade,

this shift in GDP structure has been more sharply visible. Besides, in a standardized

product scenario, technology and features cease to provide any sustainable competitive

advantage to a firm. Services and managing customer experience are the routes tosustainable competitive advantage. This course is developed against this background.

The focus of this course is not just merely discussing the marketing issues in pureservices but also to discuss the strategic and operations decisions in services attached to

tangible products.

Learning Objectives:

In the context of the foregoing, learning objectives of this course are:

1. Develop an appreciation of services business as being different from product

oriented business.

2. Understand the application of more generalized principles of management to

service situations; &

3. Understand the services specific framework theories and tools for decision

making.

Pedagogy:

To achieve the above objectives, this course will be taught through application exercises

and lectures. In addition to the above, project in Services Marketing will form animportant part of learning tool.

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Evaluation Criteria:

1. Class participation and attendance : 10 %

2. Quiz and assignments : 20 %

3. Term end project : 20 %3. Term-end examination : 50 %

Essential Readings: SERVICES MARKETINGValarie A. Zeithaml , Mary Jo Bitner , Dwayne D. Gremler and

Ajay Pandit. Special Indian Edition, Tata McGraw Hill, 2008.

Sessions:

Session

Number

Session Title Pedagogy

1-2 Introduction and Conceptual Framework

Chapter 1: Introduction to service marketing

Lecture

Focus on the Customer

Consumer Behavior in Services

Customer Expectations of Service

Customer Perceptions of Service

Essential Readings:Chapters 2 , 3& 4

Lecture

3-4 Listening to Customer Requirements

Understanding Customer expectations and

Perceptions through Marketing Research.

Building Customer Relationships

Service Recovery

Essential Readings:Chapters 5, 6 and 7

Lecture

Aligning Strategy, Service Design and Standards Service Development and Design

Customer- Defined Service Standards

Physical Evidence and the Servicescape

Essential Readings:

Chapters 8,9,10

Lecture

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5-6 Delivering and Performing Service

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Delivering Service through Intermediaries and

Electronic Channels

Managing Demand and Capacity

Essential Readings:

Chapters 11, 12, 13 & 14

Lecture

Managing Service Promises

Integrated Services Marketing Communication

Pricing of Services

Essential Readings:

Chapter 15 and 16

Lecture

7-8 The Financial and Economic Effect of Services

Essential Readings:

Chapter 17

Lecture

9 The Integrated Gaps Model of Service Quality

Essential Readings;

Chapter 18

Lecture

10 Presentations

Details of the Project

The following information should only act as a guide for the project work. It should help

the participants to think and plan their course of action. In no way should this beperceived as finality. It is essential that the students use their creativity while executing

the projects. The students will be divided in groups of 4 to 5 students.

What is it all about?

Take a particular Service Marketing organization which you want to study (preferably an

Indian one). Prepare a project on either the success or failure of that organization in therecent past. Give a brief overview of the organization on terms of Service Quality,

Service Blueprinting, Service design and Standards, Customer focus etc. Do a critical

analysis on why the organization has been a success or failure. A written project of not

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more than 2000 words need to be submitted along with references on the day of your

presentations.

Prepared by Faculty Recommended by Area Chairperson/Prog Chairperson

Signature Signature

Approved By Dean SBM

Signature

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services marketing course outline

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