Close
SM-X09
PGDM-PT : 2009-12 (Term-VII)
Services Marketing
Prof Krishna Das Gupta
Tel: 0674-3983946 (Internal ext. 946)
Fax : 0674-2300995
Email - krishna@ximb.ac.in
Background
As India moves increasingly toward a service economy, marketers need to know more about marketing service products. On a simplistic note, one can say that services are activities or benefits that one party can offer to another that are essentially intangible and do not result in ownership of anything. During the past decade services have increasingly assumed an important role in the India economy. 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.
Course Objectives
·
To be able to appreciate the unique challenges inherent in managing services and learning strategies to address them.
·
Understand the importance of service quality to organisations
·
To develop essential service quality knowledge and skills and be prepared to apply them in an actual business context;
·
To appreciate the inter-functional coordination necessary to deliver quality service.
·
The service product as an interactive experience
·
The general skills required for the marketing of services
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.
Class Participation
In addition to attendance, your class participation would be evaluated on the basis of how meaningfully you contribute to the, classroom discussions including case, article and completion of exercises in class. There will be 4 to 5 case discussion throughout the term. To participate effectively in case discussions you will read corresponding text chapters and the case itself. Since 30% of your grade rides on this, there will be
continuous evaluation after each case discussion. Evaluation components will be depth of analysis, relevance, fit with the discussion, presentation clarity and frequency.
After each case your scores will be available in AIS which will help you plan accordingly. Please participate, and feel free to share your experiences as long as they are relevant
Assignment
There will be a take home assignment; details will be given in the class with a weightage of 10%. You will have a month’s time to complete and upload a soft copy in AIS.This project will have to be done individually, in your professional/personal setting. The purpose of the project is to apply the concepts and tools learned in class to a real business situation of your choice as well as demonstrate knowledge of core services marketing and management concepts.
Evaluation
Quizzes - 30%
Case Discussion (Write up) – 30%
Assignment – 10%
End -Term Exam - 30%
Textbook
Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit Services Marketing –
Integrating Customer Focus Across the Firm (4th Edition), Tata McGraw Hill Publishing
Company Ltd., New Delhi, 2008.
SESSION PLAN
Session 1&2
Course Overview & Introduction to Services,
Role and Importance of Services in the Global Economy
Evolution of Services Marketing
Conceptual Framework: The GAP model
Pre Readings
Textbook - Chapters 1 & 2
Levitt, T. "Marketing Intangible Products and Product Intangibles",
Additional Recommended Readings
Henkoff, R. "Service is Everybody's Business",Fortune,June 27, 1994, pp. 48-60.
Quinn, J. B. and Gagnon C. E., "Will Services Follow Manufacturing into Decline?" Harvard
Business Review , November - December 1986, pp. 95-103.
Lovelock, C. "Classifying Services to Gain Strategic Insights", Journal of Marketing, Vol. 47,
(Summer 1983), pp. 9-20.
Sessions 3, 4 & 5
Focus on the Customer
Consumer Behavior for Services
Customer Expectations of Service
Customer Perceptions of Service
Pre Readings
Textbook - Chapter 3,4,5
B Joseph Pine &James H Gilmore, “Welcome to the Experience Economy”HBR,July-Aug,1994
Additional Recommended Readings
Managing the Total Customer Experience. By: Berry, Leonard L., Carbone, Lewis P., Haeckel, Stephan H., MIT Sloan Management Review, 15329194, Spring2002, Vol. 43, Issue 3
Burton, S. “The Framing of Purchase for Services", The Journal of Services Marketing, Vol. 4, No.4, Fall 1990, pp. 55-67.
Session 6 & 7
Listening to Customer Requirements, Understanding Customer Expectations through Research, Listening to Customer, Building Customer Relationships, Service recovery.
Pre Readings
Textbook – Chapter 6 & 7
Carlzon, J. "Putting the Customer First: The Key to Service Strategy" The McKinsey Quarterly,
Summer 1997.
Session 8
Service Recovery
Pre Readings
Textbook - Chapter 8
Additional Recommended Readings
Shostack, L. "Breaking Free from Product Marketing", Journal of Marketing, April 1977, pp. 72-
80.
Fryar, C. R. "What's Different about Services Marketing", The Journal of Services Marketing, Vol.5, No. 4, Fall 1991, pp. 53-58.
Session 9 & 10
Service Development and Design
Pre Readings
Textbook - Chapter 9 & 10
Additional Recommended Readings
Shostack, G. L. "Designing Services that Deliver", Harvard Business Review, January – February 1984, pp. 133 -139
Session 11
Pricing of Services
Pre Readings
Textbook - Chapter 17
Session 12
Service delivery through Intermediaries and Managing Demand & Capacity
Pre Readings
Textbook - Chapter 14 & 15
Session 13
Services Marketing Communication
Pre Readings
Textbook - Chapter 16
Additional Recommended Readings
B Mittal, “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Services Research 2 (August 1999),pp. 98-116
Session 14
Physical Evidence and the Service Landscape
Pre Readings
Textbook - Chapter 11
Session 15
Strategic Issues in Managing Services
Pre Readings
Textbook - Chapter 12
Schlesinger, L. A. and Heskett, J. L. "The Service-Driven Service Company", Harvard Business
Review, September -October 1991, pp. 71-81.
Additional Recommended Readings
Quinn, J. B., Doorley, T. L. and Paquette, P. C. "Beyond Products: Services-Based Strategy",
Harvard Business Review, March-April 1990, pp. 58-66.
Barkin, T. I., Nahiryny, J., and Van Metre, E. S., "Why are Service Turnarounds so Tough?", The McKinsey Quarterly, No. 1, 1998, pp. 46-54.
References
Lovelock, C.H. and Wright, L. (1999), Principles of Service Marketing and Management, N.J.: Prentice-Hall.
Kurtz, D.L. and Clow, K.E. (1998), Services Marketing, N.Y.: John Wiley & Sons.
Lovelock, C.H.(1996), Services Marketing, 3rd ed., Englewood Cliffs, N.J.: Prentice-Hall.
Bateson, J.E.G. (1995), Managing Services Marketing, 3rd Ed., Florida: The Dryden Press.
Baron, S. and Harris, K. (1995), Services Marketing: Text and Cases, London: Macmillan.
Rust, R.T., Zahorik, A.J. and Keiningham, T.L. (1996), Service Marketing, N.Y.: Harper Collins.
Journals
Journal of Services Marketing
Journal of Marketing
Journal of International Consumer Marketing
Journal of Consumer Research
International Journal of Service Industry Management
Created By:
Janaki Jagan
on
05/05/2011
at
02:24 PM
Category
:
ExPGP-III
Doctype
:
Document
...........................