INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

Post Graduate Programme in Management

Course Outline

PG2M-009
Course Code and Course Title
Marketing of Services
Course type Elective
Pre-requisites (if any) MM1
Course Credit 3
Total no. of sessions 30
Session Duration 60 minutes
Term 5
Year and Batch 2019-2020
Sections (if any) A

Instructor(s) Joshy Joseph

Contact Details E-mail: joshyjoseph@iimk.ac.in
Consultation Hours By appointment

Introduction

This course is designed to familiarize students with service marketing concepts. Class meetings
for the early part of the course will review overall marketing concepts as well as services concepts.
Subsequent classes will stress the application of these concepts through discussion of chapter content,
case analysis, journal papers and projects. By this course, students would become familiar and
knowledgeable about:

 The nature and characteristics of services

 The marketing implications of product intangibility
 The improvement of service quality
 The drivers of sustainable success in service businesses.
And thereby will develop an integrative view of services marketing.

Learning Outcomes/Course Objectives

At the end of this course, the students would be able to

• Develop an understanding and competence in dealing with problems relating to managing and
delivering quality services and promotes customer orientation decision making situations

• Encourage critical thinking and analytical abilities on brands and service management
challenges.

Textbooks and Learning Materials

Text Book(s)

Services Marketing: People, Technology, Strategy, Christopher Lovelock, Jochen Wirtz and
Jayantha Chatterjee, 8/e. Pearson Education.

Additional Reading(s): Given in the session plan.

 Technology and Software: Not required

Other Resources (Journals, Internet Websites): Given in the session plan.

Pedagogy – Learning Process

The course would use a mix of lectures, case and article discussions, assignments and field project.

Evaluation Components/Assessment of Student Learning

Assessment Tool Percentage Description

Assignment 1 (Service Diary)
Assignment 1 (Service Blueprinting)
End term Exam
Class Presentations (Case Analysis,
Article Presentations & Class
Exercises)
Field Project
10% These components are required to check and
10% evaluate the students’ understanding of concepts
and application of appropriate tools and
30% techniques.
Students are expected to work in teams for case
analysis as it would provide them opportunities
15%
to explore diverse perspectives for a business
problem.
This facilitates students to demonstrate the
ability to integrate the information and the skills
accumulated in their course with the applied
30 %
research in the respective areas. This also gives
them a chance to show their skills in oral and
writing communication.

Encourages students to participate meaningfully

CP / Attendance 5%
in class.

Session Plan

While the instructor will make every effort to adhere to the course schedule, it is not cast in
stone and there may be some fine-tuning as we go along.

Session
Topics Readings/cases
No

Introduction to Services Reading: Chapter 1of text book

1-2
Marketing Case: Sullivan Ford Auto World (Case 1 of Textbook)
Nature of Service and
3-4 Reading: Chapter 2
Service Contact Strategy
Quality of Service
5-6 Reading: Chapter 8
Encounters
7-8 Competitive Strategy Reading: Chapter 3
 Presentation of Project
9-10
Proposals
Servicescapes: Physical
11-12 Reading: Chapter 10
Evidence of Services
Developing Service Products
13-14 Supplementary Service as a Readings: Chapter 4
Competitive Strategy
15-16 Service Distribution Reading: Chapter 5

Presentation of Services
17-18
Blueprinting Assignment

19-20 Price Competition & Pricing

Reading: Chapter 6
of Services
Communicating and Selling
21-22 Reading: Chapter 7
Strategies
Service Quality, Reading: Chapters 12, 14
23-24 Differentiation and
Customer Lifetime Value
Customer Satisfaction and
25-26 Reading: Chapter 13
Retention
27-28 Project Presentations

29-30 Project Presentations

Assignment 1: Service Diary (Individual Work)

Assignment 2: Service Blueprinting (Group Work)

Deliverables:
1. Service blueprint document (Hard Copy)
2. A group presentation in the class (approx. 10 min per group)

Field Project

Deliverables:
1. A project report (Hard Copy) containing all the essential elements of a thesis.
2. A presentation in the class with a Q&A session (20-25 min per group)

Policy for usage of electronic devices

Please DO NOT use any electronic devices in the classes. You may follow the conventional
paper and pen method for taking notes.
Cell phones, laptops, iPads/tablet computers, Kindles and other electronic devices must be
TURNED OFF (and not in the silent mode) and put away during the class. DO NOT audio/video
record or take pictures during the class.

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