COURSE NAME : PGDM

SEM: III
SERVICES MARKETING
(Syllabus & Session Plan)

Objective of the Course:

To impart comprehensive knowledge about the Services Marketing and its
importance in changing economy to the students.
Session
No.
1/2

Topics
Introduction
Establishing Rapport Between Faculty and Students,
Syllabus Overview, About Lectures and Cases, etc.
Introduction Services
What are Services?
Why Services Marketing
Service and Technology
Characteristics of Services
Services Marketing Mix

The Gaps Model of Service Quality

The Customer Gap
The Provider Gap
Putting it all together : Closing the gaps

Customer Expectations of Service

Service Expectations
Factors that Influence Customer Expectations of
Service

5/6

Customer Perceptions of Service

Customer Perceptions
Customer Satisfaction ;
What is Customer Satisfaction?
What Determine Customer Satisfaction?
Outcomes of Customer Satisfaction?
Service Quality : Service Quality Dimensions , EService Quality
Service Encounters ; The Building Blocks for Customer
Perceptions

Ref. Book
(Page No.)

Listening to Customers Through Research

Using customer research to understand customer
expectations :
Research Objectives for Services,

Chapter 1
(Book: I)
4- 7
9 14
21-24
26-28
Chapter 2
(Book: I)
38
38- 48
48-49
Chapter 3
(Book: I)
59-63
63-69

Chapter 4
(Book: I)
84-85
86-87
87-91
91-92
93-98
99-109

Chapter 5
(Book: I)
123
123-125

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