Course Title
Services Marketing
Course Code
P21MBB2713
Credit Units
4
Course Objectives
To provide an in-depth appreciation of the challenges inherent in managing, delivering, and marketing quality
services. Participants will work with tools and strategies that address these challenges.
L
T
P
SW
FW
TOTAL
CREDITS
2
2
2
4
Pre – Requisites
None
Course level Outcomes:
On successful completion of the course, the student will be able to
CLO1: Understand the various theoretical frameworks and concepts of Services Marketing.
CLO2: Assess service strategy of an organisation using the Gaps model of Service Quality.
CLO3: Formulate a service strategy based on marketing research for a well-defined problem.
CLO4: Display an above average level of proficiency in presenting and writing a technical research report.
CLO5: Display ability to work collaboratively as a team.
Course Syllabus
Weightage
Module I: Introduction to services
6%
Service economy, definition, and characteristics of services, servuction model, services
marketing mix, Gaps model of Service quality, using the Gaps model to assess service strategy.
Module II: Focus on the consumer: Consumer Behaviour, Expectations & perceptions of
a service
15%
Consumer evaluation of services, types & levels of service expectations, Factors that influence
expectations, customer perceptions, satisfaction, Service quality, Service encounters
Module III: Understanding & building customer requirements through research
24%
Marketing research to understand customer expectations, exposure to various tools and
elements in an effective services marketing research program including SERVQUAL and ZOT,
CRM, relationship value, customer profitability, relationship development strategies and
challenges, service recovery strategies and the impact of service failure.
Module IV: Alignment of Service design and standards
24%
New service development and design, types of service innovation, stages in service innovation
and development, challenges, service blueprinting, Quality function deployment, deciding on
the right service innovations, types of customers defined service standards and its
development, physical evidence and services cape – frameworks and guidelines
Module V: Delivering and performing service
Employees and customers role in service delivery, delivering service through intermediari es
and e-channels, managing demand and capacity, implementing yield management systems
13%
Module VI: Managing the Service Promise
Need for IMC for services, challenges, strategies to match service promises with delivery ;
pricing of services, approaches and strategies
Module VII: Financial and economic impact of services
Service and profitability, company performance measurement
13%
5%
Pedagogy for course Delivery
Theoretical concepts shall be imparted during lecture sessions. Case studies and course assignment shall be used
for anchoring concepts and to elaborate practical application.
End Semester Examination Scheme
Theory (%)
Practical / Project (%)
100%
Course Assessment
Continuous Assessment Score components
Course Assessments
30
Course Mapping
Course Outcomes
End Semester Examination
50
Class tests
20
Competency
CLO1
C1.2
Performance
Indicators
C1. P2
CLO2
CLO3
CLO4
C1.3
C3.1
C4.1
C1. P3
C3. P1
C4. P1
PO’s
PEO’s
PLO1
PEO1
PLO1
PLO2 &PLO5
PLO3 & PLO5
PEO1
PEO2 & PEO4
PEO3 & PEO4
CLO5
C4.2
C4. P2
PLO3 & PLO5
PEO3 & PEO4
Reference Book
1. Zeithaml, Bitner, Gremler & Pandit, Services Marketing – Integrating customer focus across the firm, 4th
edition, Tata McGraw-Hill.
Course Design
Dr. Mary Cherian