SCMS SCHOOL OF TECHNOLOGY AND MANAGEMENT

SCMS Campus, Prathap Nagar, Muttom, Aluva, COCHIN- 683 106. KERALA

MASTER OF BUSINESS ADMINISTRATION - SEMESTER III SESSION PLAN COURSE NAME: Services Marketing FACULTY: Mrs. Daly Paulose COURSE OBJECTIVES: The course intends to apprise students of management of the ever-growing importance of services and prepare them to meet the unique challenges of managing services COURSE CONTENT: Module 1: Introduction to Services Marketing: Services Marketing Characteristics- Classification of services Role of services in economy Factors stimulating the transformation of service economy Growth of services in Indian economy Differences between Goods and Services MarketingMarket segmentation and Targeting Positioning and differentiation of servicesTraditional marketing mix applied to services Inadequacy of 4Ps Module II: Services and the Marketing Mix: Developing service concepts Service Product Development Branding of services Distribution of Services - Pricing of services Educating customers and Promoting services Module III: Extended Marketing Mix of Services: Process in services, Service Blueprinting Managing demand and capacityCrafting the service environment Servicescape Physical Evidence- Managing People for service advantage -Difference between mediocrity and success -Customer decision making Managing Customer expectations and perceptions Components of customer expectations Service encounters High contact services and Low contact services Delivering Service Quality through Employees Role of Management in delivering Service Quality Module IV: Managing Customer Relationships and Service Quality: Relationship Marketing and Building loyalty Complaint handling and Service Recovery Service quality and its significance Measuring service quality Service quality gap model-SERVQUAL Strategies for improving service quality Developing standards for Monitoring service quality.

Module V: Marketing Services in Specific Industries: Tourism, Travel & Transportation, Services Marketing Marketing of Financial Services: Banking, Insurance,Mutual Funds Communication and Information Services: Telecom, Courier Media Services Professional Services Marketing: Healthcare, Consultancy, Information Technology, Advertising Marketing of Educational Services Charities Marketing.

References 1. Services Marketing Integrating Customer Focus across the firm 5th Edition -Valarie A Zeithaml & Mary Jo Bitner Tata McGraw Hill Publications 2. Services Marketing 4th Edition - Christopher Lovelock; Pearson Publications 3. Services Marketing 2e Kenneth E Clow & David Kurtz; Biztantra

ASSESSMENT: Course assessment will be based on: 1. Mini-Project 2. Surprise Class Activity 3. Class Participation 4. Assignment 5. Mid Term 6. Model Exam 7. Attendance TOTAL MARKS : : : : : : : : 10 marks 5 marks 5 marks 5 marks 5 marks 5 marks 5 marks 40 marks

Session Plan

Topic

Session MODULE I

Reference

Marketing Ice-breaker, Introduction to Services Marketing, Characteristics Classification of services

1, 2

Chapter 1 : Service Marketing Integrating Customer Focus across the firm Valarie A Zeithml & Mary Jo Bitner; 5th Edition

Role of services in economy Factors stimulating the transformation of service economy Growth of services in Indian economy 2

3,4

Chapter 1 : Services Marketing Christopher Lovelock; 6th Edition

Differences between Services Marketing and Goods Marketing, Market segmentation and Targeting Positioning and differentiation of services- Traditional marketing mix applied to services Inadequacy of 4Ps

5,6

Chapter 1: Services Marketing Christopher Lovelock; 6th Edition

7,8

Chapter 7 : Services Marketing Christopher Lovelock; 6th Edition

MODULE II
Developing service concepts Service Product Development Branding of services Distribution of Services 9,10 Chapter 4 : Service Marketing Christopher Lovelock; 6th Edition Chapter 5 : Services Marketing Christopher Lovelock; 6th Edition Chapter 15 : Service Marketing Integrating Customer Focus across the firm Valarie A Zeithml & Mary Jo Bitner; 5th Edition Chapter 15 : Service Marketing Integrating Customer Focus across the firm Valarie A Zeithml & Mary Jo Bitner; 5th Edition

11,12

Pricing of services

13,14

Educating customers and Promoting services

15

MODULE III
Process in services, Service Blueprinting Chapter 8 : Services Marketing Managing demand and capacity16,17,18,19 Christopher Lovelock; 6th Edition Crafting the service environment Servicescape Physical Evidence 20,21,22 Chapter 10 : Service Marketing Integrating Customer Focus across the firm Valarie A Zeithml & Mary Jo Bitner; 5th Edition Chapter 11 : Services Marketing Christopher Lovelock; 6th Edition

Managing People for service advantage: Customer decision making Managing Customer expectations and perceptions Components of customer expectations Service encounters Managing People for service advantage: Delivering Service Quality through Employees Role of Management in delivering Service Quality 3

23,24

25

Chapter 11 : Service Marketing Integrating Customer Focus across the firm Valarie A Zeithml & Mary Jo Bitner; 5th Edition

MODULE IV
Relationship Marketing and Building loyalty Complaint handling and Service Recovery 26, 27 Chapter 6 : Service Marketing Integrating Customer Focus across the firm Valarie A Zeithml & Mary Jo Bitner; 5th Edition Chapter 11 : Services Marketing Christopher Lovelock; 6th Edition

Service quality and its significance Measuring service quality Service quality gap model-SERVQUAL Strategies for improving service quality Developing standards for Monitoring service quality.

28,29

MODULE V
Marketing Services in Specific Industries 30 Services Marketing 2e Kenneth E Clow & David Kurtz; Published by Biztantra

Mini Project

31,32,33,34 Details given on Page 5

Mini-Project

Objective: To Create a Photographic Blueprint for a service of your choice Modus Operandi: The class is to be divided into teams. As a team, you need to identify a business with a significant service component and create a meaningful value proposition (meaning: a specified package of benefits and solutions emphasizing key points of difference relative to competing alternatives and how you propose to deliver them to target customers.) You must develop a distinctive service concept that responds to unique customer needs and market opportunities. A generic me too offering is a definite No-no. The project culminates in a team presentation of the proposed Service design. In short, you must develop a photographic blueprint of the Service which must specify: i. ii. iii. iv. v. A Value proposition to be proven commercially viable and competitive A unique service concept which can be modeled into a Service Product with both core and supplementary product elements. A clearly defined Target market with a distinctive Positioning strategy A concise representation of business model complete with Service Blueprints, a Service Recovery Plan, realistic pricing and a viable promotion mix Any other relevant applications from the theory studied maybe included

General Guidelines for Presentation: i. ii. iii. iv. v. vi. vii. viii. Only businesses with significant service dimension maybe chosen The service MUST be a justifiable extension to an existing companys business The service concept must be distinctive, relevant and commercially viable. Me-too concepts will NOT be accepted. Any Groundwork done (eg: Market research to prove viability) must be submitted at least a day before presentation Presentation HAS to be modeled on the marketing theory learnt Effort must be on presenting facts in a lively and comprehendible manner Total time for presentation per group: 15 minutes + 5 minutes for Q&A Teams that exceed allotted time will be subject to negative marking( @0.25 marks per minute of exceeded time)

Break-up of marks: Total Marks: 10 Item Choice of Service Concept Presentation Coverage Creativity and Presentation Style Team cohesion

ix.

Marks 2 marks 3 marks 3 marks 2 marks