Académique Documents
Professionnel Documents
Culture Documents
(PGDM)
Area: Marketing
Sections B and C
*AACSB AOL-Sub Goal (4.2) to be assessed in the course: “Demonstrate informed strategic
capabilities through application of conceptual knowledge with applied orientation in both local
and global context”.
Pedagogy:
The pedagogy will be primarily case based class discussion supplemented with lectures,
experience sharing, real life case discussion, assignments on sectors and industry/research based
projects. The course is focused on strategic issues with cases as the primary vehicle for learning.
Evaluation
Students will be evaluated on the basis of assignments, group projects, class participation, and
end-term exam. The weightage given to each of these units is listed below:
Sectoral Project : 15%
Company Project : 15%
Assignment 1 : 15%
Assignment 2 : 15%
End Term : 40%
*AACSB AOL-Sub Goal (4.2) to be assessed in the course: “Demonstrate informed strategic
capabilities through application of conceptual knowledge with applied orientation in both local
and global context”.
Journals
Harvard Business Review
Sloan Management review
Journal of Marketing
Journal of Services Research
Journal of Services Marketing
Case: TBD
3&4 Developing Reading Material: Scheuing, Johnson: CL-Ch 3
Service A proposed model for new service & 4
Products & development, JCM
Positioning
Services Berry: Cultivating Service Brand
Equity, CL-Pages-207-216
Case: TBD
5&6 Distributing Reading Material: Compers: A Note CL-Ch 5 & 6
Services & on Franchising, HBSP Note
Pricing and
Revenue Kimes and Chase, The Strategic levers
Management of Yield Management, CL-pp-205-212
Case: TBD
7&8 Promoting Reading Material: Chase: Where does CL-Ch 7 & 8
Services & the Customer fit in a service operation,
Managing HBR 1978
Service
Processes Case: TBD
9&10 Managing Reading Material: Shemwell, Cronin: CL-Ch 9 & 10
Demand and Service Marketing strategies for coping
Capacity & with demand supply imbalances, JSM
Service 1994
Environment
Case: TBD
11&12 Managing the Reading Material: Chan et al; In CL-Ch 11
People search of sustainable competitive
Advantage advantage: Impact of organizational
culture, competitive strategy and
Human Resource Management
practices on firm performance, IJHRM
Case: TBD
13&14 Service CL-Ch 14
quality and Reading Material: A. Parasuraman,
productivity Valarie A. Zeithaml, and Leonard
Berry, “SERVQUAL: A Multiple Item
Scale for measuring Consumer
Perceptions of Service Quality”,
Journal of Retailing, 1988
15&16 Project
presentations
and review of
Course.