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PGDM 2010-12: Term-IV

Services Marketing

Prof. Krishna Das Gupta
Tel: 0674-3983946 (Internal ext. 946)
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

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 20% 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. Please come to the class with your written preparation notes to be used during the discussion. (Make a copy for yourself so you will have something to refer to during class). Your notes can be handwritten in any form that is useful to you; the notes will not be graded, but rather reviewed to ensure that everyone comes prepared.
You will be given credit for your oral participation in each case session. 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 an end term assignment; details will be given in the class with a weight age of 10%. You will have to present in a written format. 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.

Services Marketing Exercise in Groups

While the course is under progress you will have to carry out the following 2 exercises on Gap model during pre-midterm, and Service Quality during post mid-term. Details as follows

The Gap Model

· Each group will be assigned to discuss a particular gap in the class. As a group, you need to identify a case (from newspapers, magazines, websites, etc.) which is about the particular gap.

· In the class, present the case, the seriousness of the problem and how you think the problem can be avoided, in the first place, and solved.

Service Quality

As a group, identify a service type (e.g. banking, airline, education). Interview at least 10 people about their perceptions towards service quality of the service, whether the five dimensions of quality are relevant, and which are most important in determining quality of that particular type of service.

Present your findings and observations to the class.


Evaluation

Quiz - 10%
Services Marketing Exercise in Groups (5*2) -10%
Case Discussion & Write up – 20%
Individual Assignment & Presentation – 10%
Mid Term -20%
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 (5th 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
Introduction to the concept of “Services”.
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 through research, Understanding Customer Expectations, Listening to Customer, Building Customer Relationships
Relationship Marketing
Customer Profitability
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
Impact of services failure and recovery.
Service Recovery Strategies

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
Service Innovation

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
Approaches to pricing services

Pre Readings
Textbook - Chapter 17

Session 12
Managing Demand & Capacity
Capacity constraints
Demand Patterns
Yield Management

Pre Readings
Textbook - Chapter 15

Session 13

Service delivery through Intermediaries and Services Marketing Communication


Pre Readings
Textbook – Chapter 14 & 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: Debasis Mohanty on 05/11/2011 at 02:58 PM
Category: PGDM-II Doctype: Document

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