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MARKETING OF SERVICES

Course Code: Course Objective:


The course has been designed to equip students to become more effective managers of any service organization by familiarizing them with the basic characteristics of services, their implications on design and delivery, and the ways to achieve sustainable competitive advantage by managing critical parameters of delivery process.

MBA 476

Credit Units: 03

Pre-Requisite:
Marketing Management

Course Contents:
Module I: Understanding Services and Consumer Behavior Service Sector and its structure. Drivers of service sector growth. Nature of services: Tangibility Spectrum. Defining the service offering; Flower of Service. Goods vs. Services, the characteristics of services; the service marketing challenges and implications for the marketers for each service characteristic. Categorizing Service Processes. Self Service Technologies. Consumer behavior in services; Search, Experience and Credence attributes. Types of Service Encounters; Moments of Truth. The expanded Services Marketing Mix. Module II: Focus on Customers Customers expectations of service. Desired and Adequate service, Zone of Tolerance. Managing customer expectations and perceptions in services. Service Quality Dimensions. Customer Satisfaction vs. Service Quality. The impact of service failure and recovery. Types of Customer Complaint Actions and Complainers. Service Guarantees. Service Recovery Strategies. Module III: Aligning Strategy, Design and Delivery Service Blueprinting. Operational service product designing and adding value. Evidence of service and Servicescape. The Service Triangle. BoundarySpanning Roles. Strategies for closing the delivery gap. Module IV: Delivering Services through Intermediaries, Managing Demand and Capacity. Pricing Services Role of Distribution in Services. Channel Conflicts and other key problems. Key Intermediaries for Service Delivery. Understanding Demand and Capacity constraints. Strategies for matching Capacity and Demand. Approaches to Pricing Services Module V: Service Sector Study (Group Project) Exposure to various growing Service Sectors viz.: Banking, Insurance, Hospitality, Education, Telecom, and Health Care etc. Live-Project by each group on any one of the growing sectors of services; Group Presentations/Viva on an assigned date.

Learning Outcomes:
Students will learn: How customer behavior and expectations play a role in the service environment Key considerations in selling and marketing services Branding, promoting and positioning of services The complexities of managing demand and capacity in service organizations Distribution and pricing considerations The importance of role of employees in delivering quality services

Examination Scheme:
Components Weight (%) CPA 10 CT 10 P 5 A 5 EE 70

Text & References:


Valarie A Zeithaml Mary Jo Bitner, Dwayne Gremler, Ajay Pandit. (5/E 2011), Services Marketing: Integrating Customer Focus Across the Firm, Tata McGraw Hill Christopher Lovelock. (7/E 2011), Services Marketing: People, Technology, Strategy, Pearson Education India. Rajendra Nargundkar, (2006),Services Marketing: Text and Cases, Tata McGraw-Hill Harsh V. Verma. (2012), Services Marketing: Text and Cases, Pearson Education.