Course Details
Subject {L-T-P / C} : SM6222 : Services Marketing { 3-0-0 / 3}
Subject Nature : Theory
Coordinator : Prof. Rajeev Kumar Panda
Syllabus
Introduction and Overview of Services Marketing: Importance of Services Marketing. Goods-Services Continuum, Service Characteristics and Marketing Challenges, Reasons for Growth of Services Sector, Services Sector in the Indian Economy, The Services Marketing Mix. Customer Focus in Services Marketing: Managing Customer Behavior in Services: Consumer Choice, Experience and Evaluation, Customer Expectation and Perception Management, Crafting the Service Environment, Service Quality Dimensions, Service Demand Management, Market Segmentation and Services Positioning. Service Quality Management: Service Quality Audit – GAP Model of Service Quality, Total Quality of Services Marketing – Service Excellence, Services Product Management, Service Innovation and Design, Improving Service Quality and Productivity, Service Delivery Process. Strategies for Services Marketing: Service Marketing Triangle- External Marketing, Pricing Strategies for Services and Value Perceptions, Services Branding and Positioning, Developing Sustainable Service Models, Operating Strategy- Healthcare Services, Financial Services, IT Services etc., Service Failure and Recovery Strategies, Service scapes. Delivering, Performing and Managing Service Promises: Managing People for Service Advantage, Employees and Customer Roles in Service Delivery, Delivering Service through Intermediaries and Electronic Channels, Challenges for Services Marketing Communication and Service Blue Print, Striving for Service Leadership.
Course Objectives
- This course will help the participants to realize the dynamics of ever increasing significance of services in the economies worldwide and specifically, in the marketers’ scheme of things. Students will learn to develop a framework for recognizing and analyzing management problems in service industries and designing competitive strategies. This course will be of particular value to those who intend to work in a service organization or have a need to understand service organization from a point of view of investing or starting their own service business.
Course Outcomes
This course will help the participants to realize the dynamics of ever increasing significance of services in the economies worldwide and specifically, in the marketers’ scheme of things. Students will learn to develop a framework for recognizing and analyzing management problems in service industries and designing competitive strategies. This course will be of particular value to those who intend to work in a service organization or have a need to understand service organization from a point of view of investing or starting their own service business.
Essential Reading
- Lovelock, C., Wirtz, J., and Chatterjee, J. S, Services Marketing, Pearson Education.
- Zeithaml, V. A., Bitner, M. J., Pandit, A., and Gremler, A. A., Services Marketing: Integrating Customer Focus Across the Firm, Tata McGraw - Hill Education.
Supplementary Reading
- Fisk, R. P., Grove, S. J., and John, J., Services Marketing: An Interactive Approach, South Western College Publishing.
- Gronroos, C., Service Management and Marketing: Customer Management in Service Competition, John Wiley and Sons.