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Manipal Institute Manipal

The Lesson Plan for Services Marketing and Customer
Relationship Management (MGT-MR-402)
Fourth Semester MBA(Marketing)
Dec09 to Apr10
Course Objectives: The course deals with the conceptual framework in
marketing of services and challenges faced by the marketing managers in the
service marketing areas in the global market environment. In addition the
course provides introduction to Customer Relationship Management
concepts.

Name of the Faculty: Joshua A J

Sessions Topics Covered Dates Dates Remarks

Planned Taken
1. Difference between the marketing of
Goods Vs Services
2-3 Services marketing mix and concepts
4 Consumer Behaviour in Services
5 Customer Expectations
6 Customer Perceptions of Service
7-8 Case - 1
9 Measuring Service Quality
10 Critical Incidence Studies
11 Marketing Research in Services
12 Relationship marketing in Services
13-14 Case -2
15-16-17 Service Development and Design &
Standards
18 Employees role in Service delivery
19 Cases 3
20 Customers’ role in Service Delivery
21 Channels of Service delivery
22 Managing Demand and Capacity
23 International Services Marketing
24-25 Case 5
26-27 Services marketing Communication
28-29 Pricing of Services
30 Physical Evidence & Service Scape
31 Emerging Concepts in CRM
32 Class Test
33-34 CRM Strategy & Implementation
35 Relationship Management in B2B
Commerce
36 CRM in Services
37-39 Mini-Project Presentations
40-41 Recap & Revision

Reference Books

1) Zeitmal & Bitner, Services Marketing, 2e, Tata McGraw Hill, New
Delhi
2) Christopher H Lovelock, Managing Services , Printice-Hall
International
3) R K Sugandhi, “Customer Relationship Management” New Age
International Pvt Ltd.
4) Jagdish N. Shet, Atul Parv Atiyar, G. Shainesh “Customer
Relationship Management, Emerging concepts, tools and applications,
Tata McGraw Hill Publishing Company Ltd. New Delhi

Evaluation Plan

Class Participation : 10

Case Discussion : 10

Mini Project : 10

Mid-term : 20

Total : 50

Joshua A J Dr K V M Varambally
Faculty Director