SM-P13

SM-P13
PGDM 2013-15: Term-IV

Course Name: Services Marketing

Credits	3
Faculty Name	Krishna Das Gupta
Program	PGDM II
Class and Term	2013- 15 Term IV

Course Description

Ever since this trend was set in 90’s, services have gained dominance. The competition in service organizations is becoming intense and severe. As a result of these organizations have to have a more professional approach to managing their business. Perhaps it is in this context that the role of marketing is gaining importance in the service organizations. The growth of services sector worldwide is evidenced by the fact that the economies of developed countries are today in post-service stage, where the contribution of services to GDP is more than 75%.In the Indian context too, the transition from agriculture to service economy has been largely successful where the contribution of service sector to GDP is more than 56% .It is imperative to understand the nuances that differentiate manufactured goods from services. The course on Service Marketing tries to extend the central theme of marketing management in the services context and reexamine concepts that need modification and clarification and may not be extendable in the present format

Course Objective

The course has been designed to familiarize participants with the characteristics of services, their implications on design and delivery, and highlight the role of coordinated organizational effort through marketing, human resources and operations in gaining sustainable competitive advantage. The course will have embedded field assignments that will help students better appreciate services as an offering and enable them to discern the differentiators from goods.

Student Learning Outcomes

After going through this course the students will be able to

· Reach a conclusion if conceptually services need to be differentiated or assimilated with manufactured goods based on the classical characteristics.
· Experience customer’s role as coproducer or co creator in association with the service deliverer, the internal customer.
· Relook critical marketing mix variables from the “coproducer” perspective thereby creating better value for all stakeholders.
· Role of CEM in service contexts.
· To measure and manage service quality for better customer loyalty and retention

Required Text Books and Reading Material

1
Services Marketing –Integrating Customer Focus Across the Firm (5th Edition), Tata McGraw Hill Publishing, Private Limited (2010). Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit

2
Services Marketing, 7/e Pearson Education Christopher Lovelock , Jochen Wirtz , Jayanta Chatterje

Session Plan

Session Number Topics/Activities Reading/case list etc.

1&2 Role and Importance of Services in the Global Economy, Introduction to the concept of “Services”. Conceptual Framework: The GAP model Chapters 1 & 2 Levitt, T. "Marketing Intangible Products and Product Intangibles", Case

3 ,4 &5 Consumer Behavior for Services
Customer Expectations of Service
Customer Perceptions of Service Chapter 3,4&5
B Joseph Pine &James H Gilmore, “Welcome to the Experience Economy”HBR,July-Aug,1994, Case Analysis – TiVO in 2002: Consumer Behavior

6 Service Recovery, Impact of services failure and recovery. Service Recovery Strategies Chapter 8, Case
C. L. Hart, “The Profitable Art of Service Recovery”

7&8 Listening to Customer through research, Customer Experience Management, Relationship Marketing, Customer Profitability Chapter 6 & 7, Case
Carlzon, J. "Putting the Customer First: The Key to Service Strategy" The McKinsey Quarterly,
Summer 1997.

9 Service Development and Design, Service Innovation Chapter 9 & 10
Shostack, G. L. "Designing Services that Deliver", Harvard Business Review, January - February
1984, pp. 133 -139

10 & 11 Approaches to pricing services, Revenue Management Chapter 17,Case

12&13 Managing Demand & Capacity,
Capacity constraints, Demand Patterns, Yield Management Chapter 15. Sasser, “Match Demand and Supply in Service Industries “Case

14&15 Service delivery through Intermediaries and Services Marketing Communication Chapter 14 & 16 B Mittal, “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Services Research 2 (August 1999),pp. 98-116

16&17 Physical Evidence and the Service Landscape, Strategic Issues in Managing Services Chapter 11, 12, Schlesinger, L. A. and Heskett, J. L. "The Service-Driven Service Company", Harvard Business
Review, September -October 1991, pp. 71-81

18 Service delivered through electronic evironment, SST Chapter 14 articles to be provided

19&20 Project presentation and evaluation In groups

Pedagogy:

The course will help students develop an appreciation of select businesses in the service sector like financial services, hospitality, healthcare, travel, consultancy services, telecom, etc through, case discussions, presentations, assignments and lectures. Students are required to submit 2 page written analysis of the case prior to the commencement of the discussion.

Evaluation

Quiz - 20%
Case Discussion & Write up – 20%
Group Assignment– 10%
Mid Term -20%
End -Term - 30%

Academic Integrity
As per the Institute’s mannual of policies.
Created By: Alora Kar on 03/05/2014 at 04:11 PM
Category: BM-II Doctype: Document

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1	Services Marketing –Integrating Customer Focus Across the Firm (5th Edition), Tata McGraw Hill Publishing, Private Limited (2010).	Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit
2	Services Marketing, 7/e Pearson Education	Christopher Lovelock , Jochen Wirtz , Jayanta Chatterje

Session Number	Topics/Activities	Reading/case list etc.
1&2	Role and Importance of Services in the Global Economy, Introduction to the concept of “Services”. Conceptual Framework: The GAP model	Chapters 1 & 2 Levitt, T. "Marketing Intangible Products and Product Intangibles", Case
3 ,4 &5	Consumer Behavior for Services Customer Expectations of Service Customer Perceptions of Service	Chapter 3,4&5 B Joseph Pine &James H Gilmore, “Welcome to the Experience Economy”HBR,July-Aug,1994, Case Analysis – TiVO in 2002: Consumer Behavior
6	Service Recovery, Impact of services failure and recovery. Service Recovery Strategies	Chapter 8, Case C. L. Hart, “The Profitable Art of Service Recovery”
7&8	Listening to Customer through research, Customer Experience Management, Relationship Marketing, Customer Profitability	Chapter 6 & 7, Case Carlzon, J. "Putting the Customer First: The Key to Service Strategy" The McKinsey Quarterly, Summer 1997.
9	Service Development and Design, Service Innovation	Chapter 9 & 10 Shostack, G. L. "Designing Services that Deliver", Harvard Business Review, January - February 1984, pp. 133 -139
10 & 11	Approaches to pricing services, Revenue Management	Chapter 17,Case
12&13	Managing Demand & Capacity, Capacity constraints, Demand Patterns, Yield Management	Chapter 15. Sasser, “Match Demand and Supply in Service Industries “Case
14&15	Service delivery through Intermediaries and Services Marketing Communication	Chapter 14 & 16 B Mittal, “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Services Research 2 (August 1999),pp. 98-116
16&17	Physical Evidence and the Service Landscape, Strategic Issues in Managing Services	Chapter 11, 12, Schlesinger, L. A. and Heskett, J. L. "The Service-Driven Service Company", Harvard Business Review, September -October 1991, pp. 71-81
18	Service delivered through electronic evironment, SST	Chapter 14 articles to be provided
19&20	Project presentation and evaluation	In groups