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SM EM-16
1yr MBA-Executive 2016-17 T-III

Course Name: Services Marketing
Credits 2
Faculty Name Krishna Das Gupta
Program MBA
Class and Term 2016- 17 Term III

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


Student Learning Outcomes

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



Session Plan

Session NumberTopics/ActivitiesReading/case list etc.
1&2Role and Importance of Services in the Global Economy, Introduction to the concept of “Services”. Conceptual Framework: The GAP model

Consumer Behavior for Services

 Chapters 1 & 2 Vargo and Lusch,

“Breaking free from product marketing”, by Shostack

"4 myths of Service Marketing”

“Production line approach to services” by Levitt

Case:Easycar.com

3 ,4 &5
Customer Experience Management
Customer Expectations of Service
Customer Perceptions of Service		Chapter 3&4
B Joseph Pine &James H Gilmore, “Welcome to the Experience Economy”HBR,July-Aug,1994
“Understanding Customer Expectations of Service.” Sloan Management Review
Classroom exercise(EICS#3)
Case:Zappos.com
6Service Recovery, Impact of services failure and recovery. Service Recovery Strategies Chapter 8, Case
C. L. Hart, “The Profitable Art of Service Recovery”
Classroom exercise(EICS#6)
7&8Listening to Customer through research, , Relationship Marketing, Customer ProfitabilityChapter 6 & 7, Case
Carlzon, J. "Putting the Customer First: The Key to Service Strategy" The McKinsey Quarterly,
Summer 1997.
9-10Service Development and Design, Customer defined standards, Service InnovationChapter 8 & 10
Shostack, G. L. "Designing Services that Deliver", Harvard Business Review, January - February
1984, pp. 133 -139
Classroom exercise(EICS#7)
Groups will design service blueprint
11-12Approaches to pricing services, Revenue Management

Employees’ roles in delivering services Managing Demand & Capacity,
Capacity constraints, Demand Patterns, Yield Management

Chapter 15,Case

Classroom exercise(EICS#8)

Chapter 11& 13.

Classroom exercise(EICS#9)
Case: Shouldice Hospital

13&14Service delivery through Intermediaries ,IMC, Physical Evidence and the Service Landscape, Strategic Issues in Managing ServicesChapter 14 B Mittal, “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Services Research 2 (August 1999),pp. 98-116

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 - 30%
Case Discussion & Write up – 15%
Group Assignment– 15%
End -Term - 40%

Academic Integrity As per the Institute’s mannual of policies.
Created By: Alora Kar on 07/14/2016 at 10:36 AM
Category: MBA(Exe.)16-T-III Doctype: Document

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