L T P/ SW/F TOTAL

Course Title:Marketing of Services S W CREDIT

UNITS
Course Level:PG 3 - - - 3
Course Code:MKTG712
Credit Units:Three
Course Objectives:
The course has been designed to equip students to become more effective managers of any service organization by familiarizing them
with the basic characteristics of services, their implications on design and delivery, and the ways to achieve sustainable competitive
advantage by managing critical parameters. To develop customer value and the strategic steps involved in doing so.

Prerequisites:

The student should have had studied Marketing Management

Student Learning Outcomes:

The student who completes the programme successfully will be able to outline and list the challenges inherent in marketing
and managing services and delivering service quality.
The student will be able to comprehend strategies, tools, and approaches for addressing the challenges in the service industry
The student will be able to deliberate the inter-functional coordination necessary to deliver quality service.

Course Contents/Syllabus:
Weightage (%)
Module I Understanding Services and Consumer Behavior in Services 20
Descriptors/Topics
Service Sector and its Structure
Nature of Services: Tangibility Spectrum, Service Offering, Service Flower
 Drivers of service sector growth
Goods vs. Services
Service marketing challenges and implications for marketers for each service characteristic.
Categorizing Service Processes
Consumer behavior in services
Search, Experience and Credence attributes
Moments of Truth.
Service Encounters and the types
The Expanded Services Mix.

Module II Focus on Customers 25

Descriptors/Topics
Customers’ expectations of service.
Desired and Adequate service
Zone of Tolerance.
Managing customer expectations and perceptions in services.
Service Quality Dimensions.
Customer Satisfaction vs. Service Quality.
The impact of service failure and recovery.
Types of Customer Complaint Actions and Complainers.
Service Guarantees
Service Recovery Strategies.
Role of Branding in Services

Module III Aligning Strategy, Design and Delivery 20

Descriptors/Topics
Service Blueprinting
Role of Technology in Services
Self service technologies
Operational service product designing and adding value
Evidence of Service and Servicescape
The Service Triangle.
Gaps Model
Strategies for closing the gaps.
 Module IV : Delivering Services through Intermediaries, Managing Demand and Capacity. Pricing 20
Services
Descriptors/Topics
Role of Distribution in Services.
Key Intermediaries for Service Delivery.
Channel Conflicts and other key problems.
Importance of demand and capacity
Strategies for matching Capacity and Demand
Approaches to Pricing in Services

Module V Service Sector Study 15

Descriptors/Topics
Exposure to various growing Service Sectors
Banking
Insurance
Hospitality
Education
Telecom
Health Care
Aviations
Business Process Outsourcing

Pedagogy for Course Delivery:

This class will be taught using a mix of theory and the case method. In addition to assigning the case studies, the course instructor will
spend considerable time helping the students understand the concept of Services. Class participation and class discussion will part of
the learning process.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%

Theory Assessment (L&T):

Continuous Assessment/Internal Assessment End Term
Examination

Components
(Drop down) Mid-Term Exam Project Assignments Attendance

Weightage (%)
10% 10% 5% 5% 70%

Text & References:

Valarie A Zeithaml Mary Jo Bitner, Dwayne Gremler, Ajay Pandit. (2007), Services Marketing: Integrating Customer Focus
Across the Firm, Tata McGraw Hill
Christopher Lovelock. (2010), Services Marketing: People, Technology, Strategy, Pearson Education India.
Rajendra Nargundkar, (2006),Services Marketing: Text and Cases, Tata McGraw-Hill
Harsh V. Verma. (2010), Services Marketing:Text and Cases, Pearson Education.

Any other Study Material:

Journal of Services Marketing – ISSN 0887 6045
Journal of Professional Services Marketing – ISSN 0748 4623
Services Marketing Quarterly – ISSN 1533 2969
International Journal of Applied Services Marketing Perspectives – ISSN 2279 0977