Day–Wise Schedule Of Service Marketing
Lecturer: Dr. Vinita Sahay
Kindly find Day wise Schedule keeping in mind that Teaching will start from 2nd July 2014.
27 lessons of 45 minutes each, amounts to 2 hours 25 minutes for 9 days
Time suggested: 9.00 AM to 9.50 AM Ist Session.
10.00 to 10.50 AM IInd Session.
11.00 to 11.30 – III rd Session
11.30 to 11.45 -doubt clearing / discussion time (Not Mandatory)
Students are strongly suggested to buy the Text Book : Valarie A Zeithaml, Mary Jo Bitner & Dwayne
D.Gremler, “Services Marketing: Integrating Customer focus across the firm”, Latest Edition McGraw
-Hill. (Abbreviation VAZ used everywhere in the document)
Pre- Read On the first day: Case: Shouldice Hospital Ltd (Case of Text Book)
Day and Date
Day 1: 2nd July Wednesday
Coverage
Resources Required on days
Services: An Overview
Understanding
Consumer
Behaviour
Day 2: 3rd July Thursday
Customer Exceptions, Needs To be distributed for Day 3:
and Perceptions
Case Study: British Airways :
Using Information Systems to
Understanding
Service better serve the Customers :
Quality
&
Establishing Harvard business School 9Service Standards
395-065
Developing
RATER,
SERVQUAL VS SERVPERF
Listening
to
Requirements
Customer
Understanding Customer
Expectations and Perceptions
through Marketing Research
Day 3: 4th July Friday
Customers
Relationship
Management (CRM)
Case Study:
British
Airways : Using Information
Systems to better serve the
Customers : Harvard business
School 9-395-065
Service Recovery


Day 4: 7th July Monday
Service Recovery
Handling
Customer
Complaints
Service
Design
Development
& To be distributed for Day 5:
Hubspot Inbound marketing
and Web 2.0: Harvard
1. Stages in New Service Business School 9-509-049
Design Strategies
2. Service Blueprinting
Customer Defined
Standards
Service
Process
for
Developing
Customer –Defined Standards
Physical
Evidence
ServiceScape
Day 5: 8th July Tuesday
Experiential Marketing
Sensory Branding
Leveraging the Brand
and
&
Employees & Customer’s
Role in Service Delivery
 Managing
Service
Employees
 Motivating Employees
Customer’s Role in Service
Delivery
Case Analysis: Starbucks:
Delivering Customer Service
(Case 7, pages 682-699 of
VAZ)
Day 6: 9th July Wednesday
Distributing Services
Delivering Service through
Intermediaries and Electronic
Channels
Managing
Demand
and
Capacity
 Measuring and Managing
Capacity
 Strategies for Managing
Demand
Day 7: 10th July Thursday
Integrated
Services
Marketing Communications
 Customer Education
 Developing Communication
Mix
Day 8: 11th July Friday
Pricing
and
Management
Revenue
Pricing Strategies: Planning and
Implementation
Day 9: 14th July Monday
Presentations
Project
Presentations
&
Review of Course Learning
Day 10: 15th July Tuesday
Presentations
Project
Presentations
&
Review of Course Learning