Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
SERVICES MARKETING
Trimester V (MBA 2015-17 Batch)
Course Professor: Dr. Kartik Dave
Mobile: 09873099223
Contact at: kartik@aud.ac.in
Course Objectives:
The basic aim of this course is to explain why there is a need for special
services marketing discipline, the challenges for services marketing, and how
to deal with them. With this basic purpose, the specific objectives of the course
are:
1. To discuss the consumer evaluation process for services and how a marketer
can influence them.
2. To explain the key ingredients of a service product; outline the service
delivery process and the role of interactive marketing in the services; and
the strategies to manage fluctuations of demand for services.
3. To outline the foundations for setting service prices, explain the ways
service prices can be customized for different segments of customers and
discuss the concept of yield or revenue management and its application to
specific service industries.
4. To discuss the challenges in designing communication program for services,
the key reasons for service communication problems and outline the
strategies for matching service promises with delivery.
5. To explain the concept of physical evidence, the various elements of
physical evidence and its role in services marketing.
6. To explain the different roles of people in a service firm and their
importance in creating service quality and customer satisfaction and to
outline the human resource strategies for customer oriented service delivery.
7. To explain the concept of service quality, the different dimensions of service
quality and why the gaps in service quality happen, and how to close them;
and to explain the different types of service failures, the reasons thereof and
outline the strategies of service recovery in the event of a service failure.
To outline the advantages of developing long-term relationships with
customers, provide guidelines for selecting customers for developing long-term
relationships and suggest a framework for building customer loyalty.
Pedagogical Methods:
The course employs a balanced mix of lectures/class discussions, case studies,
and projects.
Lecture / Class Discussion: This time will be devoted to the presentation of
theories, concepts, and analytical techniques useful for services marketing
management. The course outline indicates topic wise chapters of the relevant
textbooks. Students must come prepared to the class by going through the
materials specified against each topic prior to the session on that topic.
Case Studies: In selecting case materials, I have tried to choose cases which fit
the pedagogical objectives of the course and which promise to be interesting to
participants.
The class will be divided into few groups and each group will have 4 students.
The groups will be formed before the second session of the course. Each group
should make two pages synopsis on each case in MS Word and bring it to
class. It should contain major issues, analysis for resolving the issues, and
recommendations on the major issues. The write-ups must be submitted to me
before the beginning of the concerned session. Each group must also come
ready with few power point slides corresponding to their case synopsis.
Project: Managing the Customer Experience through Mystery Shopping
The objectives of the semester group project are to give students an
opportunity to critically apply services marketing theory to a real business, to
experience a market research technique (Mystery Shopping) first hand, and to
draw strategic implications for optimising the customer experience.
In groups, you will describe and analyse the customer experiences at a service
firm of your choice, and make specific recommendations how to improve and
manage the customer experience.
To minimize the chance of problems and conflict occurring among team
members in a group project, it is important that the team members formulate
and agree upon a project plan and timeline from the beginning. It is best to
organize the group into defined areas of responsibility to specialize the efforts,
avoid duplication and improve communications.
1. Your project plan (max. 250 words) should include the following
information: (LAST DATE: October 12, 2016: Submit soft copy)
-The service firm that you have chosen, with a brief justification of your
choice. Your group will need to select three mystery shopping tasks. Include a
brief scenario description for each task (consumption visit or inquiry).
Services Marketing
Economic Times
(Brand Equity)
Business Standard
(Strategist)
Business Line
(Brandline)
Harvard Business Review
Emerald Digital Journals
and
Services Marketing
Moments of Truth
Jan Carlzon
Services Marketing
C. Bhattacharjee
Evaluation:
Students will be assessed on the basis of case analysis, project, class tests, class
participation, and end-term exam. The weightage given to each of these units is
listed below:
Case Studies (4 Case Submissions)
Mid Term Assessment
Project Report and Presentation
End Term Assessment
20%
20%
30%
30%
Session-wise Plan
Understanding Services
The objectives of this topic are to explain what services
are and why there is a need for special services
marketing concepts and practices; to outline the basic
differences between goods and services and the
resulting challenges to services marketing arising out
of these differences; to explain the distinctions between
different services and how to avoid the services
marketing myopia; to explain the important role of
internal and interactive marketing in services
marketing and consequently the need for expanded
services marketing mix; and to emphasize the
importance of a relationship approach in developing
successful services marketing strategies.
Reference
Chapter/ Case
Services
Marketing:
Christopher
H.
Lovelock (Chap1, 2 & 3)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap1)
4,5
6,7
Services
Marketing:
Christopher
H.
Lovelock (Chap2)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap2, 3, & 4)
Services
Marketing:
Christopher
H.
Lovelock (Chap14)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap18)
Services
Marketing:
Christopher
H.
Lovelock (Chap4, 8 & 9)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap8, 9, & 14)
Services
Marketing:
Christopher
H.
Lovelock (Chap6)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap16)
10, 11
Service Communication and Branding
The objectives The objective oof this topic are to explain the role of
communication in services marketing; to discuss the
challenges in designing communication programme
for services and the key reasons for service
communication problems; to outline the strategies for
matching service promises with delivery; to discuss
special issues of advertising for services and lay down
guidelines for services advertising; and to explain the
special role of promotion in marketing of services
Services
Marketing:
Christopher
H.
Lovelock (Chap5)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap15)
Services
Marketing:
Christopher
H.
Lovelock (Chap10)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap18)
12
13
Services
Marketing:
Christopher
H.
Lovelock (Chap7
14
11)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap11)
Services
Marketing:
Christopher
H.
Lovelock (Chap13)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap7)
Services
Marketing:
Christopher
H.
Lovelock (Chap12)
Services
Marketing:
Valerie
A.
Zeithaml & Mary
Jo Bitner (Chap6)