Course Details
Subject {L-T-P / C} : SM6222 : Services Marketing { 3-0-0 / 3}
Subject Nature : Theory
Coordinator : Arvind Kumar
Syllabus
| Module 1 : |
Unit 1 Introduction to service marketing: Concept of Services, Categories of Services, Distinction Between Products and Services, Service Marketing Mix, Services and Global Economy, |
| Module 2 : |
Unit 2 Positioning Strategy for services: Three Stage model of service consumption, Analysis of 3Cs, Segmenting Service Markets, Targeting Service Markets, Principles of Positioning Services, Developing a Positioning Strategy |
| Module 3 : |
Unit 3 Service Development and Designing of Service Processes: Components of a Service, Flower Model of Services, Branding of Services, New Service development, Design thinking, Concept of a Service Process, Designing a service process, Service Blueprint, Co-creation of Services, Demand management of Services |
| Module 4 : |
Unit 4 Distribution and Pricing of Services: Location and Time Aspects of Service Delivery, Role of Intermediaries, Distribution of Services within a Country, Distribution of Services across the Globe, Pricing Tripod, Ethical concerns in Pricing |
| Module 5 : |
Unit 5 Service Recovery: Service Evironment, Servicescape Model, Complaining Behavior of Customers, Service Recovery Paradox, Principles of Effective Service Recovery Systems |
| Module 6 : |
Unit 6 Service Quality: Concept of Service Quality, Gap model of Service Quality, Service Quality measurement, Addressing service quality issues, Approaches for Improving Service Quality |
Course Objective
| 1 . |
To introduce students to the fundamental concepts, characteristics, and scope of services marketing.
|
| 2 . |
To develop an understanding of customer expectations, perceptions, and service quality management in service organizations. |
| 3 . |
To equip students with knowledge of service marketing strategies related to service design, pricing, promotion, and delivery. |
| 4 . |
To enable students to analyze service encounters, relationship marketing practices, and customer satisfaction strategies for improving service performance.
|
Course Outcome
| 1 . |
CO1: The students are able to explain the concepts, characteristics, and evolution of services marketing and its role in modern business. |
| 2 . |
CO2: The students are able to analyze customer expectations, perceptions, and service quality gaps to assess service performance. |
| 3 . |
CO3: The students are able to apply services marketing strategies related to service design, pricing, promotion, and distribution in different service industries. |
| 4 . |
CO4: The students are able to evaluate service encounters, relationship marketing practices, and customer satisfaction strategies to improve service quality and organizational outcomes. |
Essential Reading
| 1 . |
Wirtz, J., & Lovelock, C., , Services Marketing, World Scientific , Ninth Edition |
| 2 . |
Hoffman, K. D. & Bateson, J. E. G., Services Marketing, Cengage , 5th Edition |
Supplementary Reading
| 1 . |
Fisk, R. P., Grove, S. J., and John, J., Services Marketing: An Interactive Approach, South Western College Publishing. |
| 2 . |
Gronroos, C., Service Management and Marketing: Customer Management in Service Competition, John Wiley and Sons. |
Journal and Conferences
| 1 . |