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Instructor: Rajeev Roy, Email: rajeev@ximb.ac.in

Sessions: 20 (1:30 hours each)

Pedagogy:

The course methodology includes discussions on theory, case analysis and class exercises. Theory discussions will include references to recent academic literature as well as recent initiatives in services marketing practice. Involved case discussions will encourage participants to come forth with their ideas and defend their views in class. It will allow participants to internalize their learning by tying theory to practice.

Students will be given assignments which will serve to structure their participation in class.

	Topic	Remarks	Reading
1	Introduction to Services	-What is Service -Different from Product?	Chapter 1
2	Services Strategy	-Types of Services -Best Practices	Chapters 4, 8
3	Service Design	Case: Aravind Eye Hospital	Chapters 9,10
4	Customer in Service Setting	-Customer Introduced Variability -Customer Delight	Chapters 2,3
5	Managing Customers	Case: Starbucks	Chapter 12
6	Service quality	-Service gaps -Customer feedback	Chapters 13, 14
7	Branding and Positioning	Case: Satyam Computers
8	Pricing	Case: Electronic Arts
9	Pricing Strategies	-Pricing Services	Chapter 6
10	Advertising and Promotion	-Word of mouth marketing	Chapter 5
11	Distribution	Exercise & Case: ICICI	Chapter 7
12	Guest Lectures
13	- do -
14	Service Innovations	Class exercise
15	Presentations
16	- do -
17	- do -
18	- do -
19	- do -
20	Capstone

Prescribed Textbook:

Christopher Lovelock, Jochen Wirtz and Jayanta Chatterjee (2006) Services Marketing: People, Technology, Strategy, Pearson Education


Other Suggested readings:

Books

Zeithaml Valarie A et al (2006), Services Marketing: Integrating Customer Focus Across The Firm, 4ed, Tata McGraw Hill

Articles

Berman, B., (2005), “How to delight your customers”, California Management Review, 48 (1), 129 – 151

Bitran, G. and Mondschein, S., (1997), “Managing the tug-of-war between supply and demand in the service industries”, European Management Journal, 15 (5), 523 – 536

Bitran, G. and Lojo, M. (1993), “A framework for analysing service operations”, European Management Journal, 11 (3), 271 – 282


Ellram, L.M., Tate, W.L. and Billington, C. (2004), “Understanding and Managing the Services Supply Chain” Journal of Supply Chain Management: A Global Review of Purchasing & Supply, 40 (4), p17-32

Nambisan, S. (2001), “Why service businesses are not product businesses”, MIT Sloan Management Review, Summer 2001, 72 – 80

Sawhney, M., Balasubramanian, S. and Krishnan, V.V. (2004), “Creating growth with services”, MIT Sloan Management Review, Winter 2004, 34 – 43

Shoemaker, S. (2003), “The future of pricing in services” Journal of Revenue and Pricing Management, 2(3), 271 – 279


Class Participation: 20%

Project A: 20%

Project B: 30%

Final Examination: 30%


Class participation:

Class participation will be evaluated on the basis of attendance, class exercises, written assignments, conduct in class and contributions during theory and case discussions. Participants are expected to come to class after:

Reading the relevant chapter from the textbook

Reading and analyzing the case

Answering the assigned questions


Projects:

The course will include two group project. A group can be made up of 2 to 4 participants. Details of the projects and the deadlines will be given shortly after the course commences.

Final Examination:

The final examination will be for 2 hours and is designed to test the participants’ conceptual clarity and contextual familiarity with key services marketing concepts.

Attendance Policy:

Content in each session is interlinked with content in other sessions. Participants are expected to attend all classes. All class will begin at the assigned time and participants are expected to arrive on time.

Honour Code:

All students of the XIMB Community have been equally entrusted by their peers to conduct themselves honestly on all academic assignments.

The students of this institute understand that having collective and individual responsibility for the ethical welfare of their peers exemplifies a commitment to the community. Students who submit materials that are the products of their own minds demonstrate respect for themselves and the community in which they study.

All outside resources or information should be clearly acknowledged. If there is any doubt or question regarding the use and documentation of outside sources for academic assignments, your instructor should be consulted. Any students found guilty of plagiarism will be failed in the course and/or will be reported to the disciplinary committee for further action.
Created By: Lingaraj Pattanaik on 09/02/2008 at 11:39 AM
Category: PGDM-II Doctype: Document