PRESIDENCY UNIVERSITY

School of Business
Program: MBA & EMBA
Semester: Summer 2021
Course Code: E/MKT605
Course Title: Services Marketing

Course Instructor: Tina Umnia Hussain

Class Day & Time: Fridays, 3:00 PM – 5:20 PM
Room: online
Counseling Hours: Fridays 5:30 PM – 6:30 PM

Course Objectives: To provide an in-depth appreciation and understanding of the unique

challenges inherent in managing quality serv3ces. To explain the components of the service
marketing mix. To explain how service supply and demand can be balanced. To highlight
importance of employees and customers in providing quality service

Suggested Text(s): Lovelock, Wirtz, Chaterjee (2010), Services Marketing –People,

Technology, Strategy, 7th edition, Indian Subcontinent Adaptation, Pearson Education.

Lecture Plan:

Session Topic Suggested Readings

1 Introduction to Services Marketing Chapter 1

2 Basic concepts of Services Marketing Chapter 1

3 Consumer Behavior in Service Encounters Chapter 2

4 Consumer Behavior in Service Encounters Chapter 2

5 Positioning Services in Competitive Markets Chapter 3

6 Positioning Services in Competitive Markets Chapter 3

7 Review

8 Assignment discussion

9 Mid I
E/MKT605: Services Marketing
MBA & EMBA Program
 10 Developing Service Products Chapter 4

11 Developing Service Products Chapter 4

Distributing Services Through Physical and Electronic
12 Chapter 5
Channels
Distributing Services Through Physical and Electronic
13 Chapter 5
Channels
14 Pricing and Revenue Management Chapter 6

15 Pricing and Revenue Management Chapter 6

16 Mid II

17 Balancing Demand and Capacity Chapter 9

18 Balancing Demand and Capacity Chapter 9

19 Managing Service People Chapter 11

20 Managing Service People Chapter 11

21 Managing Relationships and Building Loyalty Chapter 12

22 Managing Relationships and Building Loyalty Chapter 12

23 Complaint Handling and Service Recovery Chapter 13

24 Complaint Handling and Service Recovery Chapter 13

25 Review class

26 Final Exam

Grading Scheme:

1 Attendance and Participation 10%

2 Class test 10%
3 Assignment 10%
3 Mid I 20%
4 Mid II 20%
5 Final Exam 30%
Total 100%
UGC Grading Policy:

Marks Letter Grade Grade Point

80 and above A+ 4.00
E/MKT605: Services Marketing
MBA & EMBA Program
 75-79 A 3.75
70-74 A- 3.50
65-69 B+ 3.25
60-64 B 3.00
55-59 B- 2.75
50-54 C+ 2.50
45-49 C 2.25
40-45 D 2.00
39 and below F 0.00

Course Policies:

• There is no scope of sitting for make-up quizzes.

• Make-up of midterm and/or final exam may be allowed for sincere students who
have more than 85% attendance and who have a valid reason to be absent in an
exam. Validity of the reason will be judged by the course instructor.
• Questions of make-up exams will always be tougher. Syllabus of make-up exams will
be determined as per the wish of the course instructor.
• There is no scope for review exams.
• Report & assignments must be submitted within deadlines, otherwise penalty
applies.
• Any copying in any of the exams will result in cancellation of the exam.
• Students must keep an eye on the notice board and contact the class
representative(s) in order to get updates about class rescheduling and other issues.

E/MKT605: Services Marketing

MBA & EMBA Program