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PTMBA Services Marketing Course

This document outlines the course objectives, content, evaluation criteria, and sessions for a Services Marketing course. The key points are: 1. The course aims to develop an appreciation of services marketing and how it differs from product marketing. It will also cover applying management principles to services and using services frameworks and tools for decision-making. 2. The content will be delivered through lectures and application exercises. It will cover topics like customer expectations, service design, delivery and performance. 3. Students will be evaluated based on class participation, quizzes, a term project, and a final exam. The term project requires analyzing the success or failure of a services organization.

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281 views4 pages

PTMBA Services Marketing Course

This document outlines the course objectives, content, evaluation criteria, and sessions for a Services Marketing course. The key points are: 1. The course aims to develop an appreciation of services marketing and how it differs from product marketing. It will also cover applying management principles to services and using services frameworks and tools for decision-making. 2. The content will be delivered through lectures and application exercises. It will cover topics like customer expectations, service design, delivery and performance. 3. Students will be evaluated based on class participation, quizzes, a term project, and a final exam. The term project requires analyzing the success or failure of a services organization.

Uploaded by

Shashi SIngh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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SVKMS NMIMS UNIVERSITY SCHOOL OF BUSINESS MANAGEMENT Programme: PTMBA Third year Batch: 2008-2011 Course: Services Marketing

g Faculty: Ms. Hufrish Homavazir Email hufrish@nmims.edu M- 98215 82119 Introduction to the course: Increasingly Indian economy is becoming a service economy. Over the last one decade, this shift in GDP structure has been more sharply visible. Besides, in a standardized product scenario, technology and features cease to provide any sustainable competitive advantage to a firm. Services and managing customer experience are the routes to sustainable competitive advantage. This course is developed against this background. The focus of this course is not just merely discussing the marketing issues in pure services but also to discuss the strategic and operations decisions in services attached to tangible products. Learning Objectives: In the context of the foregoing, learning objectives of this course are: 1. 2. 3. Develop an appreciation of services business as being different from product oriented business. Understand the application of more generalized principles of management to service situations; & Understand the services specific framework theories and tools for decision making.

Pedagogy: To achieve the above objectives, this course will be taught through application exercises and lectures. In addition to the above, project in Services Marketing will form an important part of learning tool.

Evaluation Criteria: 1. 2. 3. 3. Class participation and attendance Quiz and assignments Term end project Term-end examination : : : : 10 % 20 % 20 % 50 %

Essential Readings:

SERVICES MARKETING Valarie A. Zeithaml , Mary Jo Bitner , Dwayne D. Gremler and Ajay Pandit. Special Indian Edition, Tata McGraw Hill, 2008.

Sessions: Session Number 1-2 Session Title Introduction and Conceptual Framework Chapter 1: Introduction to service marketing Focus on the Customer Consumer Behavior in Services Customer Expectations of Service Customer Perceptions of Service Essential Readings: Chapters 2 , 3& 4 Listening to Customer Requirements Understanding Customer expectations and Perceptions through Marketing Research. Building Customer Relationships Service Recovery Essential Readings: Chapters 5, 6 and 7 Aligning Strategy, Service Design and Standards Service Development and Design Customer- Defined Service Standards Physical Evidence and the Servicescape Essential Readings: Chapters 8,9,10 Lecture Pedagogy Lecture

Lecture

3-4

Lecture

5-6

Delivering and Performing Service Employees Roles in Service Delivery Customers Roles in Service Delivery Delivering Service through Intermediaries and Electronic Channels Managing Demand and Capacity Essential Readings: Chapters 11, 12, 13 & 14 Managing Service Promises Integrated Services Marketing Communication Pricing of Services Essential Readings: Chapter 15 and 16 The Financial and Economic Effect of Services Essential Readings: Chapter 17

Lecture

Lecture

7-8

Lecture

The Integrated Gaps Model of Service Quality Essential Readings; Chapter 18

Lecture

10

Presentations

Details of the Project The following information should only act as a guide for the project work. It should help the participants to think and plan their course of action. In no way should this be perceived as finality. It is essential that the students use their creativity while executing the projects. The students will be divided in groups of 4 to 5 students. What is it all about? Take a particular Service Marketing organization which you want to study (preferably an Indian one). Prepare a project on either the success or failure of that organization in the recent past. Give a brief overview of the organization on terms of Service Quality, Service Blueprinting, Service design and Standards, Customer focus etc. Do a critical analysis on why the organization has been a success or failure. A written project of not

more than 2000 words need to be submitted along with references on the day of your presentations.

Prepared by Faculty Signature

Recommended by Area Chairperson/Prog Chairperson Signature

Approved By Dean SBM Signature

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