B.V.V.

SInstitute of Management Studies, Bagalkot

Pedagogy meet held on 13/9/0
Subject title: Services Marketing Subject Code: 3008
Work Load: 2hours per week Contact hours: 30
Credit points: 2 Course: M! """ Se#$
Course objective:
To give students a complete exposure to all aspects of service design, standards, delivering
and performing service.
%edagog&:
Lectures, Assignments, Projects, Practical exercises and Seminars.
'valuation:
Continuous Internal Assessment - 2 mar!s"discretion of t#e institute$
Semester end examination "%xternal$ - 2 mar!s
(e)uired (eadings:
*e+t ook:
Services &ar!eting '( )alarie A-*eit#aml and &ar( +o ,itner- &c -ra. #ill International
%dition.
(e,erence ooks:
/. Services &ar!eting. 2e 0peration, &anagement 1 Strateg(. ,( Clo. 2 %, 2urt* 3L
,i*tantra. 4e. 3el#i.
2. &anaging Services '( C#ristop#er. 5. Loveloc!
6. &ar!eting of Services '( 5offman and ,ateson 7 cengage learning
8. T#e %ssence of Services &ar!eting '( Adrian Pa(re. P5I, 4e. 3el#i.
. Services &ar!eting '( Sanja(. P. Palan!ar. 5imala(a Pu'lis#ing 5ouse.
9. Services &ar!eting '( 3r. S. &. +#a. 5imala(a Pu'lis#ing 5ouse .
:. ;services &ar!eting< Text 1Cases= 4argund!ar > "second edition$ Tata &c -ro.
5ill.
?>L=s
....nasscom.org
....vancouver,.su.edu
....@uir!s.com
....learnmar!eting.netAservicemar!etingleson.#tm
....reppel.co.u!Amar!eting-t#eor(At#e-mar!eting-mix-8ps-:ps-or-.#at.#tml
....accenture.comAxdAxd.aspBit-
en.e'1xdCindustriesAproductsAautomotiveAcaseautodiamlerc#r(slerDsa.xml
.....ipro.comAitservicesAindustriesAutilitiesAutilcasestud(66.#tm
....'poindia.org
....'icsociet(.org
....servicetax.gov.in
Month
Session
*opics (eadings !ssign#ent-C
ase Stud&
Septem'er
Session 4o<
/-8
/./
/.2
/.6
/.8
Module .$
"ntroduction to services<
&eaning, c#aracteristics of services.
E#( services mar!etingB
3ifferences 'et.een services and
products.
Services mar!eting &ix.
C#apter /
)F-&,
C#apter /
loveloc!
Careers in
services sector.
Services
mar!eting
environment in
India.
Septem'er
Session 4o<
-G 2./
2.2
Module 2$
/e& co#petitive trends in the 2.
st
Centur&:
Customer satisfaction.
TH& and Service @ualit(.
C#apter 2
2otler
C#apter 2,)F-
&, and 3--AP
0cto'er
Session 4o<
I-/8
6./
6.2
6.6
6.8
Module 3$
Consu#er ehavior
%xpectations,
Perceptions
&ar!eting >esearc#
C>& t#roug# Segmentation and
>etention strategies.
C#apter
2,6,8,,9from F
1 &,
Customer
services at
Singapore
Airlines.
0cto'er
4ovem'er
Session 4o<
/-/G
8./
8.2
8.6
Module 0$
!ligning Strateg&1 Service 2esign
3 Standards
Services 3evelopment 1 3esign,
Customer defined service standards.
Leaders#ip and measurement s(stem
for mar!et driven service
performance.
C#apter, G, I 1
/J F 1 ,
Additional
>eading
C#apter G 1 /J
from C 1 2
0r!in<
%xtermination
1 Service Life
C(cle page 2:G
from C 1 2
4ovem'er
Session 4o<
/I-28
./
.2
.6
.8
Module 4$
2elivering and %er,or#ing
Services5
%mplo(ee=s role in service deliver(.
Customer=s role in service deliver(.
3istri'ution of services.
%lectronic c#annels.
&anaging 3emand and Capacit(.
International services mar!eting.
C#apter
//,/2,/6,/8
from F 1 &,
Additional
>eading C#apter
, 9, I 1 //
from C 1 2
T#e Hualit(
Improvement
Customer
3idn=t .ant,
page 9/8 from
F 1 ,
3ecem'er
Session 4o<
2-6J
9./
9.2
9.6
Module 6$
T#e role of advertising, personal
selling and ot#er communication.
Pricing of services.
P#(sical evidence of services.
C#apter /J,/ and
/9 from F 1 &,
Additional
>eading C#apter
/6 from C 1 2
2erala
Tourism< -ods
0.n Countr(
page //-/2
from >4