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SM-P09
(PGDM 2009-11: Term-IV)

SERVICES MARKETING
Course Objectives

Services Marketing is both the integration of what students have learned before and the beginning of one’s continuing on-the-job education as a Marketing Executive! We are concerned with understanding the behavior of customers and the variables that affect their choice; with the relationship between strategy and market conditions; the difference between an ‘idea’, a ‘product/service’, and a’ business’; the organization and economics of the multi-business firm; and, finally, the governance of services marketing function.

The objectives of this course are:
· To provide an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Students will be introduced to strategies that address these challenges.
· To develop an understanding of the ‘state of the art’ service management thinking.
· To promote a customer service-oriented mindset. Session Topic

1 Introduction to Services Marketing – Trends & Opportunities – 4 sessions
2 Understanding the Service Experience – 2 sessions
3 Marketing Mix I: Pricing of Services & Yield Management – 1 session
4 Marketing Mix II: Distribution of Services – 1 session
5 Marketing Mix III: Communications for Services – 1 session
6 Marketing Mix IV: Designing Service Environments – 1 session
7 Marketing Mix V: Designing Customer Service Processes – 1 session
8 Marketing Mix VI: Managing Service Personnel – 1 session
9 Understanding and Managing Service Quality – 3 sessions
10 Designing & Implementing Effective Customer Feedback Systems – 2 sessions
11 Managing Customer Loyalty - LTV, Churn, Loyalty Programs – 1 session
12 Wrap up of Course – 1 session
13 Review – 1 session


Pedagogy

Formal coursework, independent readings, field research and experiential learning alternatives build competence in the areas of strategy, and the environment. Hence I will be using a mix of a wide variety of teaching methodology, and a spectrum of evaluation techniques. Needless to say, attendance is mandatory to have all the fun.

Components of Assessment

· Final Examination (open book) : 50 %
· Group Presentation : 25 %
· Individual Assignments : 15 %
· Class Participation : 10 %


Quizzes & Tests

· Unannounced quizzes will be given at the free will of the instructor. These quizzes are meant to help you. This way you cannot procrastinate and you will also be abreast with the latest in the class.

Make-up exams

· Make-up exams in whatever forms are a privilege, not a right. If you are unable to take a scheduled test, you must contact me prior to the test, and have a good and valid reason. I reserve the right to disregard the reason without any explanation.

Participation in case studies

· Much of your performance is based on participation. This includes intelligent comments and in-class exercises. However, as you will notice I also have the uncanny sense of making out who actually read the cases and who just piled on the ‘engine’ as a ‘bogie’. Bogies can excuse us during the case discussions. Incidentally there are marks for participation in case discussions too!
· Grades are subjective, and represent recognition of the quality of work done. Grades do not represent "level of effort" but it is unusual to earn a high grade without substantial effort, speaking from my experience!

Assignments, Cases, and Homework

· From time to time I will assign short homework assignments.
· Assignments are due within a week they are assigned. Most assignments can be done in class, with a group.

My Brief Profile

I am currently the Director of Alphia Institute of Business Management, a fledgling institute having a number of campuses in East and North India. My earlier responsibility was as the dean of Icfai Research Center at Kolkata, and Icfai Center for Management Research at Hyderabad. As dean of education development cell in IBS HQ, Hyderabad I was responsible for streamlining the academic processes in ICFAI Business School, and ultimately getting international accreditation from bodies like AACSB and EFMD.

I have a B.Tech (Hons.) from IIT, Kharagpur and a PGDM from IIM, Calcutta.

During my corporate experience spanning more than seven years in the Godrej group of companies I have handled responsibilities in as diverse fields as Engineering, R&D, Projects and Sales. I have been in academics for the last ten years. I also serve on the editorial boards of journals published by ICFAI. Apart from teaching marketing, and strategy, I also work with the corporate on consulting assignments, and conduct MDPs and FDPs. I have consulted a number of organizations in the private, public and government sectors on various projects.
Best of Luck, and Happy Journey through SM.


Prof. Naveen Das
Created By: Debasis Mohanty on 05/13/2010 at 08:40 AM
Category: PGDM-II Doctype: Document

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