MARKETING OF SERVICES

Course Code:         MBAMK 20303                                   Credit Units: 03


COURSE OBJECT...
2. Customer perception of services. Service Quality Dimensions. Customer
      Satisfaction vs. Service Quality.

Module: ...
   Understanding Demand and Capacity constraints. Strategies for matching
       Capacity and Demand.

      Approaches ...
LEARNING RESOURCES:

1. Recommended Text Books:

      Services Marketing, Integrating customer focus across the firm,
  ...
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8c80720090713 Mos%20 Mba

  1. 1. MARKETING OF SERVICES Course Code: MBAMK 20303 Credit Units: 03 COURSE OBJECTIVES: This course is for students who recognize the vital role that services play in the Indian economy and its future. A broad cross section of students is drawn to learning about services marketing. Students with career interest in services industries as well as goods industries with high service components (such as industrial products, high-tech products, and durable products) want and need to understand the covered topics in this course curriculum. It is likely to be useful to a large number of enrollees from different discipline. While, the marketing students seek to broaden their knowledge and career opportunities in the services marketing, the same is applicable to the others majoring in finance, human resource, information technology, and operations management. Students need only a basic marketing course as a prerequisite for this course, which will provide more comprehensive teaching of services than is possible with a standard marketing management course. COURSE CONTENTS Module: 1 Introduction to Services and Customer Behaviour in Services 1. Nature of Services; Service and Technology; Tangibility Spectrum; Goods vs. Service Marketing. 2. Classifying Services. Segmenting the Service Market. The extended P’s for services: People, Process, and Physical Evidence. Case:  Kadavu Resorts. (7 P’s of Services Marketing) Module: 2 Focus on Customers 1. Customers’ expectations of service. Desired and Adequate service, Zone of Tolerance. Managing customer expectations. 1
  2. 2. 2. Customer perception of services. Service Quality Dimensions. Customer Satisfaction vs. Service Quality. Module: 3 Listening to Customer Requirements The impact of service failure and recovery. Service Recovery, Recovery Paradox. Types of Customer Complaint Actions. Types of Complainers. Service Guarantees. Service Recovery Strategies. Case:  The Starbucks Coffee Terrorist Module: 4 Aligning Strategy, Design and Physical Evidence  Service Blueprinting. Operational service product designing and adding value.  Evidence of service and Servicescape. Case:  Southwest Airlines. Module: 5 Employees’ Roles in Service Delivery  The Service Triangle. Boundary–Spanning Roles. Strategies for closing the delivery gap. Case:  SAS Institute Module: 6 Delivering Services through Intermediaries. Managing Demand and Capacity. Pricing Services  Role of Distribution in Services. Channel Conflicts and other key problems. Key Intermediaries for Service Delivery. 2
  3. 3.  Understanding Demand and Capacity constraints. Strategies for matching Capacity and Demand.  Approaches to Pricing Services Module: 7 Service Sector Study (Group Project)  Exposure to various growing Service Sectors, viz.: Banking, Insurance, Hospitality, Education, Telecom, and Health Care etc.  Live-Project by each group, on any of the above growing sectors of services; Group Presentations / Viva on assigned date. PEDAGOGY: Besides Lectures, the concepts shall be reinforced through class discussions of the assigned Cases. All students are required to read them in advance and come prepared for active participation and constant evaluation in the class. The assigned case analysis to a group (Problems identification and proposed solution) of 1-2 pages only should be submitted one session in advance of the presentation for discussions in the class. Teaching shall be supplemented by Individual / Group assignments. Live project shall be assigned to each group to experience real life situation. Students are expected to pay regular visits to the service organization assigned and link the learning of each module to the real life situation. The report has to be submitted on the assigned date. Evaluation: Case Discussions / Class Participation 10 Group Project 05 Class Test 10 Attendance 05 Final Exams 70 3
  4. 4. LEARNING RESOURCES: 1. Recommended Text Books:  Services Marketing, Integrating customer focus across the firm, Valarie A Zeithaml and Mary Jo Bitner, Tata McGraw-Hill Pub. Co.  Services Marketing, Cristopher Lovelock, Pearson Education Asia 2. Recommended additional readings:  Services Marketing, Text and Cases, Harsh V. Verma, Pearson Education.  Services Marketing, Text and Cases, Rajendra Nargundkar, Tata McGraw-Hill Publishing Co. Ltd.  Service Management: Operations, Strategy, and Information Technology, James Fitzsimmons, Tata McGraw-Hill Pub. Co.  Services Marketing, David L. Kurtz / Kenneth E. Clow, John Wiley & Sons,  Services Marketing, 2e, Operation, Management and Strategy, Kenneth E Clow & David L Kurtz, Biztantra Pub.  Service Management and Operations, Haksever, Render, Russell and Murdick  Essentials of Services Marketing, Concepts, Strategies and Cases, K Douglas Hoffman and John E G Bateson, Harcourt College Pub. 3. Lecture ppts and other reading materials, if any, can be accessed from the Amizone or will be provided as and when required. 4. List of cases:  Kadavu Resorts.  The Starbucks Coffee Terrorist  Southwest Airlines.  SAS Institute (The above cases can be accessed on Amizone or shall be provided in the class) 4

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