Module 1 (6 hours)
Introduction to service marketing: Concept of Services, Categories of Services, Distinction Between Products and Services, Service Marketing Mix, Services and Global Economy,

Module 2 (6 hours)
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 (6 hours)
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 (6 hours)
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 (6 hours)
Service Recovery: Service Evironment, Servicescape Model, Complaining Behavior of Customers, Service Recovery Paradox, Principles of Effective Service Recovery Systems

Module 6 (6 hours)
Service Quality: Concept of Service Quality, Gap model of Service Quality, Service Quality measurement, Addressing service quality issues, Approaches for Improving Service Quality

To introduce students to the fundamental concepts, characteristics, and scope of services marketing.

To develop an understanding of customer expectations, perceptions, and service quality management in service organizations.

To equip students with knowledge of service marketing strategies related to service design, pricing, promotion, and delivery.

To enable students to analyze service encounters, relationship marketing practices, and customer satisfaction strategies for improving service performance.

CO1: The students are able to explain the concepts, characteristics, and evolution of services marketing and its role in modern business.

CO2: The students are able to analyze customer expectations, perceptions, and service quality gaps to assess service performance.

CO3: The students are able to apply services marketing strategies related to service design, pricing, promotion, and distribution in different service industries.

CO4: The students are able to evaluate service encounters, relationship marketing practices, and customer satisfaction strategies to improve service quality and organizational outcomes.

Wirtz, J., & Lovelock, C., , Services Marketing, World Scientific , Ninth Edition

Hoffman, K. D. & Bateson, J. E. G., Services Marketing, Cengage , 5th Edition

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.