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MBA Batch - 0002 (2009-11) SEMESTER - IV SERVICE MARKETING (MM-405) course Objective: Students will learn how to take a strategic decision in the global business era with the help of service marketing.
MBA Batch - 0002 (2009-11) SEMESTER - IV SERVICE MARKETING (MM-405) course Objective: Students will learn how to take a strategic decision in the global business era with the help of service marketing.
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MBA Batch - 0002 (2009-11) SEMESTER - IV SERVICE MARKETING (MM-405) course Objective: Students will learn how to take a strategic decision in the global business era with the help of service marketing.
Copyright:
Attribution Non-Commercial (BY-NC)
Formati disponibili
Scarica in formato PDF, TXT o leggi online su Scribd
Subject Code : MM-405 Batch : MBA (2009-11) Instructor : Anirban Dutta Sessions : 40 hrs. 1.0 Course Objective: Today service sector is the largest contributor of the economic development of all the developed & developing countries so service marketing has a great importance today. The objective of this course extends the basic knowledge of the service marketing and application into the service sector. Students will learn how to take a strategic decision in the global business era with the help of service marketing. Text Book: 1. Lovelock, C., Wirtz, J. & Chatterjee, J.: Services Marketing; Pearson Education 2. Zeithaml,V.A., Bitner, M J, Grembler, D.D. & Pandit, A.: Service Marketing;, TMH Reference Book: 3. Srinivasan R.: Services Marketing; PHI 4. Rao, K.R.M.: Services Marketing, Pearson Education 5. Apte, G.: Service Marketing; OUP
2.0 Evaluation System:
Slot Test : 15 Group/Individual Presentation/Quiz : 10 Attendance/Participation : 05 COURSE CONTENTS Lecture Topic Reading material /Text Book Pedagogy 1. Service Marketing: Introduction, Need and Text 1 Case:EasyCar.com scope of service marketing, Reasons for (Text 2 Pg-590-98) 1-2 growth of services, Contribution to Lecture economy, Different types of service sectors – traditional and new, Trends in service sector, Impact of technology on different service sectors 2. Service Concept: Definition, Text 1& Text 2 Case:easyCar.com 3-6 Characteristics of services, Tangibility Lecture continuum, Marketing mix for services - product, price, place, promotion, physical evidence, people & process 3. Consumer Behaviour in Service Text 2 Case: Starbucks: 7-10 Marketing: Service Experience- moments Delivering Customer of truth, customer needs, expectations, Service perceptions, zone of tolerance, customer (Text 2 Pg-682) satisfaction, understanding the differences Lecture among customers 4. Service Strategy Planning: Understanding Text 1 Lecture 11-12 the customer and competition, Positioning services, Service triangle concept 5. Planning the Service Environment: Text 2 & Text 1 Case: Giordano 13 Physical evidence, Servicescapes - types (Text 2 Pg-620) and role, customer response to Lecture environment, guidelines for servicescape strategies 6. Creating the Service Product: Creating Text 1 Lecture 14-15 service product, Customer value hierarchy, Flower of service, Service product mix, Branding service products 7. Service Marketing Communications: Text 2 Lecture 16 Elements of promotional mix for services 8. Pricing of Services: Foundations of Text 2 Lecture 17-18 pricing, How service prices are different, Approaches to pricing 9. Distributing Services: Distribution in Text 2 Lecture 19-20 service context, Direct channels, franchising, agents and brokers, electronic channels, Strategies for effective delivery 21-22 Slot Test
23-24 10. Designing and Managing Services: Text 1 Case:easyCar.com
Designing service delivery system, Lecture Service blue printing, Quality function deployment, Customer as co-producer 11. Different Services: Nature and Ref:3 Project Work characteristics of financial, hospitality, health-care, educational & professional, logistics, entertainment services and their respective marketing mix analysis 12. Managing Demand and Capacity: Text 1 & Text 2 Case:easyCar.com 25-26 Capacity constraints, Demand patterns, Lecture Strategies for matching capacity and demand, Wait lines and reservations 13. Service Quality: Service quality, Text 2 Case: People, Service, and 27-30 Integrated Gap model - to identify and Profit at Jyske Bank correct quality problems, Measuring and (Text 2 Pg-600) improving service quality Lecture 31-32 Project Presentation 14. Building Customer Relationships: Text 1& Text 2 Case:General Electric Goals of relationship marketing, Medical Systems Understanding customer-firm (Text 2 Pg-665) 33-34 relationships, Relationship value of customers, Customer profitability Lecture segment, Targeting right customers, Relationship development strategies, Relationship challenges, Life-time value 15. Managing People: Critical importance of Text 2 Case: People, Service, and 35-36 service employees, Problems and Profit at Jyske Bank difficulties of boundary-spanning roles, Lecture Strategies for delivering service quality through people, Service leadership and culture 37-38 Slot Test