AOL SESSION PLAN

Program MBA -MKTG

Academic 2021-22
Batch 2020-22 Year

Dr Vandana T.
Trimester/Semeste IV Faculty
r Name Khanna

Course Details Faculty

Contact 67283113 (O)
Faculty Email ID vandanat@somaiya.edu
Number 9833044230 (M)

Course Title Services Marketing Course Code

Max Marks 100 Credits Full

Learning Goals (LGs):

MK _***__ TO _**___

GOALS to be ADDRESSED CT __***__ GA _**__

CS ____ ER _*___

Indicate:
* - Addresses Goals Barely
AOL SUMMARY ** - Addresses Goals Moderately
*** - Addresses Goals Strongly
Program Specific Goals
(PSGs):
PSG 1 __**___________

PSG 2 _____________

GOAL to be ASSESSED*
CT
*Select only 1 Goal

INSTRUMENT End-Term
Explanation of the The assessment parameters and their contents are planned to ensure that the
choice of method students learn, investigate and practice the identified learning outcomes. The
for assessment of assessment criteria are designed to measure CT strongly in the area of Services
Learning Goals Marketing. It also measures PSG 1, MK, CS and TO Moderately. The thought
behind this is that during the course and after completion, students should think
critically, reflect, define problems, and make judgements accordingly.

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Student contact DAYS TIME
hours beyond
classroom: Monday- Friday 4:30-6:30 pm

In this increasingly competitive business world, it has never been more important
to understand services marketing better. Consequently, service marketing is a
marketing tool for services organizations and a means of competitive advantage for
those companies that market products on the tangible dominant side of the
continuum. This course is based on a prior understanding of the basic concepts of
Marketing Management. The central aim of this course is to introduce students to
services marketing as a separate and distinct area. The course deliberates in detail
the fundamental concepts and strategies that differentiate the marketing of services
from the marketing of tangible goods. A solid foundation of the theory is laid on
which practical applications are addressed. The course objectives are as follows:

● To develop an understanding of the challenges involved in marketing and

managing services.
● To examine the nature of services, Identifying the differences between the
Course Objectives marketing of services and the marketing of manufactured goods.
and Outcomes ● To provide students with an appreciation of concepts, functions, and
techniques of the craft of marketing services.
● Identifying and analyzing the various components of the “services
marketing mix”, including the traditional Four Ps plus an additional Three
Ps including the physical environment, processes and the people involved
in service transactions.
● Understanding critical issues concerning the management and
measurement of service quality and customer satisfaction.
● Appreciating the intertwined role of service personnel and customers
concerning service delivery, service failures, and service recovery issues.
● To develop an understanding and promoting service-oriented thinking and
mindset.

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Upon completion of the course, the students will be able to master the
following:

The course content will cover the fundamentals of Services and their applicability.
Course Coverage/
The learning experience in this course is based on an active, adult-learning
Topics relevant to
approach that values interactive learning and teaching. The course activities are
the Learning Goals
intended to help you become proficient in analyzing and judging the merits of the
(LG)
services sector and marketing practices and making strategic decisions in
traditional and non-traditional service industries. The subject demonstrates:
● An understanding of the key concepts and principles of services marketing
Indicate the extent
and its different from tangible goods. (PSG 1** & MK***)
to which the same
● Distinguish different service types that make up the services industry and
is addressed for
draw implications for marketing strategy development. (MK*** & GA**)
each LG
● Evaluate how the characteristics of service products differ from tangible
* - Addresses the
goods and how this impact on design and execution of marketing strategies
Learning Goal
for services. (MK** & CT***)
Barely
● Further developing critical thinking and problem-solving skills in the area
** - Addresses the
of Services through experiential marketing activities through cases.
Learning Goal
(CT*** & TO**)
Moderately
● Understand how different elements of the services marketing mix can
*** - Addresses the
address a range of marketing issues facing services organizations. (CT***
Learning Goal
& ER*)
Strongly
● Describe the problems faced by services marketing professionals and tools
and models’ managers might employ to increase customers’ perceptions of
satisfaction, service quality and value. (MK*** & CT**)

The pedagogy will mix lectures/discussions on major concepts related to the topic
Pedagogy/Learning
followed after discussing the cases.
Methodology
Indicative of
The foundations of this approach are tailored readings for each topic and students’
student-student
experiences as service consumers and employees.
interaction/
Student Activity/
Suitable cases from the International and Indian scenario will be discussed to
Interaction/ Peer
reinforce learning. Cases and articles for supplementing the knowledge and
Learning in form
learning is an integral part of the course. Students must come prepared as these are
of
part of internal assessment.
(Assignments,
Student contributions are encouraged through structured class activities,
Quiz,
discussions, questions, and examples in lectures and case discussions.
Group Project,
Individual and Group assignments on Services and activities will be done in class,
Group
as assignment submissions and group presentations.
Presentations, etc.)

Session Session Topics to be Covered Pre-Readings/ Suggested Remarks

Plan No. Readings / Cases

1, 2 Introduction to Services Chapter 1

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and Services Marketing Breaking Free from Product
Marketing, G. Lynn Shostack
(Journal of Marketing)

Case: Starbucks: Delivering

Customer Service
3, 4 Understanding Services When Marketing Services, 4 Ps
Marketing Mix Are Not Enough, A.J. Magrath
(Business Horizons)

Case: A Saga of ‘Product to

Service’ Journey: A Case of
Marico Ltd
5, 6, 7, 8 Services Marketing Mix: Chapter 4, 5, 6, 7
The 4Ps
Case: LaundryWala: Scaling up
an On-Demand Laundry Start-Up

Case: The Upstart’s Assault

Services Marketing –Mix Chapter 8, 10, 11
9, 10, 11, Three Differentiating Ps
12 Breaking the Cycle of Failure in
Services, Leonard A. Schlesinger
& James L. Heskett (Sloan
Management Review)

Study of early recruitment

activities and employer brand
knowledge and its effect on
organization attractiveness and
firm performance, Neerja Kashive
& Vandana T. Khanna (Global
Business Review)

Putting the Service-Profit chain to

work, James L. Heskett, Thomas
O. Jones, Gary W. Loveman, W.
Earl Sasser, Jr., & Leonard A.
Schlesinger (HBR)

Note on Service Mapping (HBR)

Case: Benihana of Tokyo

13, 14 Consumer Behavior in Chapter 2, 12

Services, Service
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Encounter (Moment of Influencing Customer Behavior in
Truth), Customer Service Operations, Frances X.
Expectations and Frei & Amy C. Edmondson (HBR)
Perceptions
Why Satisfied Customers Defect,
Thomas O. Jones, W Earl. Sasser
Jr. (HBR)

Case: Chantale and Clinton Call

for Service

15, 16 Service Quality (Gap Chapter 14

Model, SERVQUAL)
The Four Things a Service
Business Must Get Right, Frances
X. Frei (HBR)

Zero defections: Quality Comes to

Services, Frederick F. Reichheld
& W. Earl Sasser Jr. (HBR)

SERVQUAL: A multiple- Item

Scale for Measuring Consumer
Perceptions of Service Quality,
Parasuraman, A; Zeithaml, Valarie
A; Berry, Leonard L (.Journal of
Retailing)

An Empirical Study on Quality

Improvement in Higher Education
Institutions with Reference to
Selected Processes, Rahul V.
Mulay & Vandana Tandon
Khanna (Quality Management
Journal)

Case: No Frill No Thrill

Case: Green Kitchen Family

Restaurant Managing the New
Age Customer
17, 18 Service Recovery Chapter 13

Module Note on Service Recovery

(HBR)

The Profitable Art of Service

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Recovery, Christopher. W. L. Hart
& W Earl. Sasser Jr. (HBR)

Case: Euro-Air
19, 20 Presentations

Required Text and Books/Journals/Magazin Author Publisher/Ye

Course Material es/ ar/
Readings Edition/
Other
Details
Services Marketing Jochen Wirtz, Christopher Pearson
Lovelock, Jayanta Chatterjee
(8th Ed.)

Service Readings
Compiled by Course
Booklet Facilitator

Hoffman and Bateson

Services Marketing
Zeithaml & Bitner Cengage
Services Marketing
Kurtz & Clow
Services Marketing McGraw Hill

Principles of Services Adrian Palmer

Marketing
Nargundkar
Services Marketing

Journal of Services
Marketing

Journal of Services
Research

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Journal of Service
Industries

ASSESSMENT CRITERIA

End-Term Exam Date: ___________________________

Component Weightage Description

Continuous Assessment
Class Attendance
Class Participation
Group Assignment and
Presentations
End-Term Exam
50%
10% To ensure students are regular in the
class and are involved in active
participation. 75% of attendance is
Mandatory.
25% To ensure students take leadership
initiatives, listen, argue their views and
learn from others. It also provides active
participation in class in terms of
discussions of cases, readings and
quizzes. This helps in assessing MK,
CT strongly; PSG 1, CS, TO
moderately.
15% These are designed to ensure that the
students learn to work with different
members for the best Team Outcome.
This will help assess CT strongly and
MK, TO & CS moderately.
50%

Note
● Students with attendance below 75% will not be allowed to write the end-term examination
LEARNING GOALS (LGs)

1. LG 1(MK) = Management Knowledge

2. LG 2(CT) = Critical & Analytical Thinking
3. LG 3(CS) = Communication Skills
4. LG 4(TO) = Team Orientation
5. LG 5(GA) = Global Awareness
6. LG 6(ER) = Ethical Responsibility

PROGRAM SPECIFIC GOALS (PSGs)

MBA PSG1(IT) = Integrative Thinking

PSG2(L) = Leadership
MBA- International PSG1(EIB) = Expertise in International Business
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Business PSG2(SCGE) =Strategies in Changing Global Environment
MBA- Financial PSG1(IFS)= Analyze and critically Evaluate Indian Financial Systems
Services
MBA- Retail PSG1(ITR) =Integrative Thinking in Retail
Management PSG2(CS)=Understanding Customer Service
MBA- Executive PSG1(L) =Leadership
MBA-Integrated PSG1(MIC) =Managing Integrated Internal and External Communication
Marketing PSG2(IMCP)=Designing Integrated Marketing Communication Plan
Communications
MBA -Health Care PSG1 (ITH) – Integrative Thinking in HCM
Management (HCM)
MBA – Human PSG(II) – Impact and Influence
Resource PSG (IT) – Integrative Thinking
MBA- Sports PSG (N) – Negotiation Skills
Management
MBA – Data Science PSG(DDD) – Data Driven Decision Making
and Analytics
MBA (PT) - IM PSG (A) – Agility
MBA (PT) - HRM PSG (I) – Initiative
MBA (PT) - MM PSG(CRT) – Creative Thinking for Marketing
MBA (PT) - FM PSG (DM) – Decision Making for Financial professionals
 

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Research)
 
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