Services Marketing

Program : MBA Class of : 2011

Credit : 3 Sessions : 33

Course Code : SL MM 604

Objective

To focus on the research, strategy and application specific to decision-making in the highly competitive and rapidly

growing services sector.

REFERENCE BOOKS AUTHOR / PUBLICATION

Services Marketing : People, Technology,

Strategy

Christopher Loelock, Jochen Writz & Jayanth

Chaterjee- 6th

edition - Pearson

Services Marketing IUP

Services Marketing, 4th

e Zeithaml Valerie / Bitner Mary Jo. Tata

McGraw-Hill

Services Marketing, 6th

e Lovelock, Christopher , Prentice-Hall,

International Edition

Marketing Services: Competing through

Quality

Berry, Leonard L / Parasuraman, A.

Services Marketing, 2nd

e Nargundkar, Rajendra. Tata McGraw Hill -

2006

Managing Services Promises Berry et al.

Detailed Syllabus

Introduction to Services Marketing: Definition -

Characteristics – Classification - Present Marketing

Environment.

Services Marketing Mix: Understanding the 7 P’s

Product, Price, Place, Promoter, People, Process &

Physical Evidence.

Gaps Model

Understanding the Customer: Services vis-à-vis

goods, Consumer Behavior in Services - Customer

Expectations of Services - Customer Perceptions of

Services – Evaluation of services

Strategies for Services Marketing: Positioning &

Differentiation

Demand & Capacity: Yield management

Service Development Design & Standards: New

Service Development Process – Basic service to

potential service - Customer Defined Service

Standards

Delivering Services: Role of Employees and

Customers in service delivery; Role of Intermediaries

- Service process – Blue printing – Physical evidence

Managing Service Promise: Role of Advertising,

Personal Selling and Other Communication

Pricing of Services

Evaluating Success of Service Offering: Service

quality and measurement – SERVQUAL – Service

recovery - Role of CRM

Current Trends in Service Industries and

Understanding Specific Service Industries:

Financial, Hospitality, Health, Telecom, Consultancy,

Logistics, Education, NGO, Public Utilities, ITCS,

Travel & Tourism, e-Services and Professional

Services

Cases

Faculty will be handling eight or more cases

Banyan Tree: Developing a Powerful Service

Brand

Bossard Asia Pacific: Can It Make Its CRM

Strategy Work?

Charles Schwab’s Customer Focussed e-

Business Strategy

Coyote Loco Evaluating Opportunities for

Revenue Management

Customer Asset Management at DHL in Asia

Customer Service in Singapore Airlines

Giordano International Expansion

Indian Railways at the Crossroads

Lessons in Customer Service from Wal-Mart

Match.Com – The World’s Leading Online

Personals Site

Mumbai’s ‘Dabbawalas’ – An Entrepreneurial

Success Story

Radio Mirchi: Spicing Up the Indian Air Waves

Revenue Management at Prego Italian

Restaurant

The New ‘Indian’ Airlines

Walt Disney – The Evolution of the Brand

Source: Case Studies in Services Marketing

Suggested Schedule of Session

Topic No. of

Sessions

Introduction to Services Marketing 3

Services Marketing Mix 2

Gaps Modeling 2

Understanding the Customer 4

Strategies for Services Marketing 2

Demand & Capacity 2

Service Development 2

Delivering Services, Managing Service

Promise, Pricing of Services

6

Evaluating Success of Service Offering 3

Current Trends in Service Industries and

Understanding Specific Service

Industries

7

Total 33