Académique Documents
Professionnel Documents
Culture Documents
Credit Units: 3
Course Objectives:
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. To develop customer value and the strategic steps involved in
doing so.
Prerequisites:
Course Contents/Syllabus:
Weightage (%)
Module I Understanding Services and Consumer Behavior in Services 20%
Descriptors/Topics
Service Sector and its Structure
Nature of Services: Tangibility Spectrum, Service Offering,
Service Flower
Drivers of service sector growth
Goods vs. Services
Service marketing challenges and implications for marketers for
each service characteristic.
Categorizing Service Processes
Consumer behavior in services
Search, Experience and Credence attributes
Moments of Truth.
Service Encounters and the types
The Expanded Services Mix.
Module IV : Delivering
Services through Intermediaries, Managing 20%
Demand and Capacity. Pricing Services
Descriptors/Topics
Role of Distribution in Services.
Key Intermediaries for Service Delivery.
Channel Conflicts and other key problems.
Importance of demand and capacity
Strategies for matching Capacity and Demand
Approaches to Pricing in Services
30% NA 70%
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment End Term
Examination
Components
(Drop down) Mid-Term Project Assignments Attendance
Exam
Weightage (%)
10% 10% 5% 5% 70%