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SM D-14
Executive One-Year MBA (Part-time) 2014-15
SERVICES MARKETING
CREDITS- 4.0
Faculty Name: Dr.Tushar Kanta Pany
Contact No. 9437412406
Programme- One Year Executive PGDM-Part Time Programme (2014-15)Term-III
Course Description
The service Sector continue to play a pivotal role in shaping the growth map of the economies of both developing and developed countries the world over. In India it accounts for nearly two-third of the economy by income and jobs.
Deregulation of services, growing competition, fluctuations in demand, and the application of new technologies are presenting a considerable challenge to service sectors.
The inability to inventory, difficulty in synchronizing demand and supply, and challenges in controlling the performance quality of human interactions – needs to be articulated and tackled by managers.
The course focuses on these unique challenges of managing services and delivering quality service to customers. In this course students will learn critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage across industries.
The prime intention behind this course is that students learn best and retain the most through active participation in the learning process. Classroom sessions will consist of lecturers, discussions on management cases, presentations on various classroom assignments etc
Students Learning Outcomes
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Be able to understand the unique challenges of service marketing, and developing/delivering quality service;
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Be able to develop service quality knowledge and skill and be prepared to apply them in an actual business context;
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Be able to understand the complexities of service design, delivery and communication;
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Be able to develop skills required for the marketing of services.
Required Text Books
1. Service Marketing: by Valarie A.Zeithamal and Mary Jo Bitner, McGraw-Hill companies, INC.
2. Service Marketing: People, Technology, Strategy by Christopher Lovelock, Fifth Edition, Pearson Education Asia.
Tentative Session Plan
Session -1: Introduction to Marketing and Services Marketing, Differentiating goods from Services, Services Marketing Mixes.
Reading: MCgrath, A.J. (1986). “When Marketing Services, 4P’s are Not Enough”. Business Horizon, 29 (May-June), PP 94-102.
Session -2: Types of Services, Unique Characteristics of services, Reasons for the growth of services sectors.
Case: Guess the World.
Reading: Service Theater: An Analytical Frame work for Services Marketing
Session-3: Challenges for service marketers, service marketing triangles
Reading: How we built a strong company in a weak industry by Roger Brown
Session-4: Services Marketing Environment(External macro, micro & internal environmental factors).
Case: Service Marketing: XYZ Bank.
Session- 5: Consumer Behavior in Service Encounters: Purchase process and difficulty in evaluating services.
Case: Marketing Of Airline Services
Session-6: Customer Expectations Of Service, Expected Service, Perceived Service.
Reading: Zeithml,Valarie,,Berry and Parasuraman(1993) ‘’The nature & determinants of customer expectations of service”,Journal of the Academy Of Marketing Science,21(1).1-12
Session-7: Understanding Customer Perception of Service.
Presentation by students.
Session-8: Segmenting, targeting & positioning services in competitive markets.
Case: FedEx Vs. UPS – Competing with Contrasting strategies in China.
Session-9 : Service product development, core services, supplementary services ,Development of a new service.
Case :Bumurungrad’s Global Services Marketing Strategy.
Session-10: Managing Service Promises: Physical Evidence & the service space
Case: Bumurungrad’s Global Service Marketing Strategy (Continue…….)
Session-11-12: Delivering & Performing Services: Customers role in service delivery, Role of employees in service delivery, Delivery through intermediaries. Enhancing employee and customer participation
Case:Ritz- Carlton: Taking care of those who takes care of customers.
Session-13 : Pricing of services.
Presentation by students.
Session-14 : Managing Promotion Of Services, Marketing
Communication Mix
Reading: Marketing Challenges of SIT in Odisha.
Session-15: Managing Service Demand & Capacity: Patterns &
Determinants of Demand, Demand levels, Waiting in
line, Reservations
Case: A Case on Service Demand Management
Session-16: Service Quality: Determinants of Service Quality, Myths and
Truths Of Service Quality.
Reading: Where should the next Marketing dollar go?
Session-17: Integrated Gap Model, Closing the gap, Improving Service
Quality. (presentations by students)
Session-18: Managing Relationship, Relationship Marketing, Customer
Relationship Management, Building loyalty.
Reading: The high cost of lost Trust.
Session- 19: Service Failure, Complaint Management, Service recovery.
Reading: Why Service Stinks?
Session -20 : Course Conclusion, Review for final Examination.
Evaluation
Components
Relative Weight
Two Quiz Tests
20%
Presentation & Case Analysis
20%
Service Audit Report
20%
End Term Written Examination
40%
Academic Integrity:
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Attend Classes Regularly
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Please Participate in Classroom Assignments
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Switch Off your Mobile Phones during class hours.
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Reports must be original
Best Of Luck
Created By:
Alora Kar
on
01/05/2015
at
03:46 PM
Category
:
EDIP14-T-III
Doctype
:
Document
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