SM EM-15

SM EM-15
1yr MBA-Executive 2015-16T-III

COURSE NAME : SERVICES MARKETING

Credits	2
Faculty Name	ShashiBhusanMohanty
Programme	MBA (Executive)
Academic Year	2015-16
Term	3

Course Description:When it comes to contribution to GDP and employment, service sector dominates developed economies and it is becoming increasingly important in India. Our economy has been changing dramatically since last two decades, reflecting a combination of economic growth of which most has come from services and also because of the steady decline in contribution from traditional economic activities like agriculture, mining and manufacturing. Increased productivity and automation in agriculture and manufacturing has been accompanied by demand for both traditional and new services. This has resulted in rapid increase in the percentage of workforce in service sector.

Marketing and managing services present issues not faced in manufacturing and FMCG companies. As the customers become more demanding and access to technology become relatively easy, the firm’s core offerings become the deed performed by the employees and the relationship the firm is able to establish with its customers. Today, “service” has become an integral part of any function – be it traditional service business like banking, airlines, healthcare, transportation or even engineering consulting, and sophisticated B2B marketing.

There is a need for new concepts and approaches when it comes to marketing and managing services.

Course Objective :The course has been designed to appreciate the differences between services marketing and goods marketing in significant ways and familiarize students with strategies and tactics that traditional marketing courses do not fully do justice to. The contents and structure of the course highlight the development of strong customer relationship through quality service with due emphasis on increasing customer satisfaction and retention, management of service quality, service recovery, service blueprinting, customer defined standards and customer co-creation.

Student Learning Outcomes:After completing the course the students will be able to

Ų Acquire knowledge needed to implement service strategies for competitive advantage across industries.
Ų Learn new topics that include measurement of service quality and linking of customer satisfaction to performance measurement.
Ų Gain insight into cross functional treatment of issues that integrate marketing with disciplines such as operations and human resources.
Ų And finally appreciate that sustainable customer relationship is a combination of High Tech and High Touch. Marketing goes beyond 4 Ps.

Required Text Book & Reading Materials:

Services Marketing – Integrating Customer Focus Across the Firm, 6th Edition,
Authors : Valarie A Zeithaml, Mary Jo Bitner, Dwaye D. Gremler, Ajay Pandit;
Publisher – Tata McGraw Hill

Tentative Session Plan:

Session Number	Topics/Actives	Reading/Case list etc.
1	· Introduction to Services · Role & Importance of Services in Global Economy	Ch. 1 of the prescribed book
2	· Characteristics of Services · Services Marketing Mix	Ch. 1
3	Consumer Expectations of Services	Ch. 3 & 4
4	Consumer Perceptions of Services	Ch. 3 & 4
5	The Gap Model	Ch. 2
6	Listening to Consumer through Marketing Research	Ch. 5
7	Building Customer Relationship	Ch. 6
8	· Service Recovery – Impact of Service Failure. · Recovery Strategies	Ch. 7
9	Customer Vs. Company Defined Standards	Ch. 9
10	Service Design – Service Blue Print	Ch. 8
11	Case Discussion
12	Employers’ & Customers’ Role in Service Recovery	Ch. 11 & 12
13	Matching Demand and Supply	Ch. 13
14	Service Profit Chain	Reading materials

Pedagogy : This course, besides the prescribed text book, will draw inputs from services marketing classics by exports in the field. Three to four such articles will supplement the contents of the text book.

Evaluation :

Quizzes (02) : 20%

Midterm : 30%

End Term : 40%

Attendance : 10%

Academic Integrity:As per the university’s manual of policies.

Created By: Alora Kar on 09/30/2015 at 09:58 AM
Category: MBA EX-15-T-III Doctype: Document

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