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XLRI SCHOOL OF MANAGEMENT

Services Marketing Management and Retail Management GMP: 2013-14 Credits: 3

Dr. Smitu Malhotra , Associate Professor , smitu@xlri.ac.in

MODULE 1 SERVICES MARKETING AN OVERVIEW

The course has been designed to familiarize students with the characteristics of services, their implications on design and delivery, and highlight the role of coordinated organizational effort through marketing, human resources and operations in gaining sustainable competitive advantage. In this course you will learn:

How marketing in service-producing organizations differs from marketing in manufacturing organizations; Strategies and tactics for addressing these challenging differences; Decision-making tools, such as the GAPS model of service quality;
Text Book Services Marketing: People, Technology and Strategy: Christopher Lovelock, Jochen Wirtz and Jayanta Chaterjee, Pearsons, 7th edition.

SESSION PLAN Session No. 1 Topic Particulars Readings

Introduction to Services Marketing Consumer Behavior In Services

Product to ServicesThe Challenges The Gaps Model The Services Marketing Mix

Chapter 1 & 3 The Service Imperative

Managing Customer Behavior Accommodation versus Reduction Customer Expectation Management Customer Experience Management Case Rapid rewards at SW airlines

Chapter 2 Breaking the Tradeoff between efficiency and service

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Delivering Quality Service

Challenges of Measuring Service Quality Measures of Service Quality Dimensions of Service Quality SERVQUAL Customer Satisfaction Metrics CASE StarbucksDelivering Customer Service Impact of service failures versus product failures. Nature of complaining behavior Complaint Resolution Index Service Recovery Process The challenge of Service Guarantee Case of complaining customer The problem Services Design New Product Development in Services

Chapter 14 The Microeconomics Customer Relationships

of

4.

Service Recovery

Chapter 13 The Profitable Art of Service Recovery

5 & 6.

Developing Sustainable Service Models

Service mappingDivergence versus Complexity Case: CVS Pharmacy Role of Servicescape and customers in Demand Management

Chapter 4 Creating new markets through service innovations. Note on service Mapping

7. Role physical evidence of

CHAP 10

8.

Demand Management in Services

9.

Strategizing on HRM

Supply and Demand considerations in Services Concept of Duration Management and Rate Fences Case: Shouldice Hospital Ltd. Employee Role in Service Delivery Service delivery and Organization Culture and Climate Managing knowledge Workers

Chapter 8, 9 Production line approach to Services Matching Demand and Supply in Services Chapter 11 Putting the Service Profit Chain to work Manage your Human Sigma

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Service Profit Chain Analysis Case to be decided The problem of intangibity perishability Franchising Case: o

10.

Service Distribution

and

11.

Service Promotion

Challenge of Service communication. Service Advertising Strategies Transformational Advertising Case: Costs of service delivery Customer Profitability Measurement Revenue management Techniques Pricing for Industries having high fixed costs compared to variable costs. Price Discrimination and Segmented Pricing. Case: o GUEST FACULTY

Chapter 7 Building a Strong Services Brand

12.

Service Pricing

Chapter 6

13

CRM

MODULE 2 RETAIL MANAGEMENT AN OVERVIEW

The module would enable you to become familiar with various concepts, perspectives and framework to understand the retail business.

Objective:
The objective of this module is to introduce the students to the domain of retailing - emphasizing on the basic concepts of retail management and the latest developments in retailing in the Indian context. This course plans to provide a strategic perspective of the retailing industry and how mangers can use the framework of Retail mix and each of its elements to optimize decision making. While the course focuses on the retail industry, the content of the course is useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or with entrepreneurial interest. Text Book Managing Retailing - Sinha and Uniyal

XLRI SCHOOL OF MANAGEMENT

Session 14 Introduction to retailing Key points: Role of retailing Key drivers of Retail Global and Indian Retail overview Theories of Retail Development Retail institutions by ownership Building sustainable competitive advantage

Session 15- FINANCIAL STRATEGY Key points: Retail strategy and execution Evaluation of retailers financial strategy The Strategic Profit model

Session 16 LOCATION ANALYSIS

Trading area analysis Site evaluation Site selection

Session 17 - INTRODUCTION TO MERCHANDISING

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Demand forecasting Learn about merchandising plans Category management Private label management

Session 18 LAYOUT AND VM

Retail presentation Retail store layout, design and visual merchandising Store planning

Session 19 PRICING AND BRANDING for retail store image Understand pricing strategies Retail communications strategy Strategic aspects of retail promotion

Session 20 - RECAP PEDAGOGY Class discussions Article discussions and Cases

Evaluation criteria
Group Project (Service Blue print ) Site visit analysis - individual Quiz ( 2 ) Midterm End-term 20% 10% 20% 25% 25% 100%

XLRI SCHOOL OF MANAGEMENT

Group Project Service blueprint and strategy Choose a specific firm's service offering to analyze. Develop a service blueprint for the service, and analyze the blueprint and service brand using course concepts. In particular, construct a detailed service blueprint, accompanied by relevant photos/images, for a particular service provider. Also discuss how the blueprint might be used to improve marketing and operations in the organization. Insights revealed by the blueprint as well as recommendations for service improvement and brand strategy based on your analyses will be part of this assignment. At the end of the course, the teams will present their work to the class. Site Visit retail individual Assignment.

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