Marketing of Services

Inbuss Highlights

"My stint at Infinity has brought out various facets of my personality that were previously unknown to me. So, appears that I'm ripe for Citius, Altius, Fortius!!” - Suruchi Berry, Batch of 2007

Marketing of Services

Contact Hours : 30 hrs
Credit : 1 Credit
Prerequisite : Marketing Management-II
Instructor : Dr Veena Kumar

 

Course Objectives
The main objectives of the course are as follows:
1.    To familarise the students with Services Marketing principles, tools & techniques that can be applied to the business.
2.    To gain insights into the challenges encountered by the Services Marketing professionals and also identify the key factors for enhancing service business’s Competitive Edge.

 

Methodology
The entire approach for meeting the above mentioned objectives and covering the contents would be semi structured in nature wherein the participation of the students will become the subject matter for discussion and analysis. However, the faculty and Associate faculty would provide structured inputs for learning and conceptual purposes. The students will go through a number of case studies, articles and exercises to understand the various concepts of Service Marketing.  The delivery of the course would include:
•    Interactive faculty inputs
•    Discussions on Articles and cases
•    Exercises
•    Group Presentations
•    Role Plays

 

Assessment

Internal Assessment –
•    Case study analysis (group) – 20
•    Sectoral Presentation (group) – 30
•    Quiz (individual) – 10

 

End term exam –
•    End-term Exam – 40

 

TOPIC

Readings

Gr. No.

Cases / Exercises

Gr.No

Introduction ,  Nature and characteristics of services. Trends in Services Marketing,Classification of Services

Implications of Services

 

Product Vs. Services

 

Services Mktg. Mix, Consumer Behavior for Services, GAP model of service quality: reasons and implications

Service is Everybody's Business, Paramount Airways

 

 

 

Service Triangle, Dimensions of Service quality, Service Recovery, Managing complaints

The New Dotcom Millionaire (Naukri.com)

 

Customer Satisfaction through Internal Marketing, Dimensions of Service Quality, Role Play Hospitality0

 

Service Positioning, New Service Development , Process  and Service Blue Printing

Managing the Customer Employee Satisfaction Mirror

 

 

 

Pricing of Services, Service Guarantee

Service Positioning through Structural changes

 

Bumrungrad's Global Services Marketing Strategy

 

Managing Demand and Capacity

McDonald's Conquers the world, Recipe for success

 

Roscoe Non - Destructive testing

 

Physical Evidence, Intermediaries for Services

Managing by Customer value equation

 

 

 

Customer Expectations: Formation, Levels and Management, Penalty Reward Analysis

 

 

A Consultant's Comeuppance, Software Modification

 

Customer Satisfaction Measurement - Process and Importance

Brand Wagon

 

Customer Service at Singapore Airlines, Hard Tokens

 

CRM overview & Process framework

Attaining Total Customer Satisfaction - Xerox

 

DoCoMo - The Japanese Wireless Telecom Leader

 

Sectoral Applications

 

 

Musicworld - Redefining Indian Music Retailing

 

Sectoral Applications

 

 

The case of customer retention

 

Suggested Books:

 

 

 

 

Services Marketing

Christopher H. Lovelock

 

PHI

 

The essence Of Service Marketing

Adrian Payne

 

Essence of Management Series

 

Services Marketing

Valarie A. Zeithaml, Mary Jo Bitner

 

 

 

Marketing Planning for services

Malcom Macdonald Adrian Payne

 

BH The Marketing Series

 

 

 

 

 

 

Evaluation

End term exam 40 marks and internal assessment 60 marks(quiz-10,case analysis-20,sectoral presentation-30)

 

 

 

 
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