Symbiosis Institute of Business Management, Hyderabad

Academic Year – 2022-23 (Batch of 2022-24)

MBA COURSE HANDOUT (Semester – II)
Course : Services Marketing
Course Code : 211410222 No. Credits 02
Catalog Code : T2143 No. Hours 30
Faculty Name : Dr. Tanmoy De
Students can meet me anytime during official hours with prior
Consultation Hours :
online appointment
Mobile : 7978323564 Email ID tanmoy.de@sibmhyd.edu.in

Program Objective: -
 To nurture corporate leadership skills and social consciousness among students. To prepare
students for a rewarding corporate career by training them on management practices through
experiential learning and theoretical constructs.

The POs (Program Outcomes) are as follows: -

 Students should be able to demonstrate leadership skills.
 Students should be able to understand and be conscious of the impact of managerial decisions
on the triple bottom-line – Profits, People and Planet.
 Students will be adept at analyzing and applying theoretical constructs to various diverse
business scenarios.

Course Objectives: -
The course intends to focus on the following issues:
COB (1) To classify the balance of all elements of the traditional marketing-mix as related to
physical goods and the creative extension of the traditional marketing mix when related
to services.
COB (2) To identify both the commonalities and the distinctive aspects of service and product
marketing as it affects strategy development and application.
COB (3) To demonstrate the need for service organizations to achieve a balance between the profit
goal, financial stability, quality, and other goals that relate to the organizations mission
statement and promote a customer service-oriented mindset.
^This is a specialization course offered in Marketing Function in the second semester MBA program.

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 Course Outcomes Mapped with Program Outcomes
PO-CO Mapping PROGRAMME OUTCOMES-
PO2 -Students should be able to PO3 -Students will be adept at
PO1 - Students
understand and be conscious of the analyzing and applying
Course Outcomes - At the end of the course, the student is should be able to
impact of managerial decisions on the theoretical constructs to
expected/able to demonstrate
triple bottom-line – Profits, People and various diverse business
leadership skills.
Planet. scenarios.
CO (1) Compare & contrast between marketing physical products
NL W S
and intangible services
CO (2) Describe various characteristics and challenges in service
W M M
settings
CO (3) Develop critical thinking for the challenges facing the
M S S
services marketing in varied service settings
CO (4) Assess service quality and frame strategies for
S S S
enhancement of service quality
CO (5) Able to analyze relevant propositions & interventions
pertaining to consumer behavior for managing customer W S M
satisfaction and customer retention.

* S – Strong, M – Moderate, W – Weak, NL – No link

Recommended Text Book:

 Service Marketing, Valarie A. Zeithmal, Mary Jo Beitner, et.al, TMH

Suggested Book:
 Services Marketing, Christopher Lovelock, Pearson
 Services Marketing Concepts, Strategies, & Cases, Hoffman & Bateson

Additional Learning Resources: -

 SWAYAM/NPTEL Course Announcement– Refer https://swayam.gov.in/ for updates
 Service Blueprinting - http://paulallen.ca/documents/2014/06/service-blueprinting-a-practical-
technique-for-service-innovation.pdf/
 http://www.ep.liu.se/ecp/059/017/ecp09059017.pdf
 http://www.polaine.com/playpen/media/webdagene2012/livework_introtoblueprints.pdf
 https://www.womensenterprise.ca/wp-content/uploads/2013/10/How-to-Identify-a-Target-
Market-and-Prepare-a-Customer-Profile.pdf (womensenterprise.ca)

Delivery Schedule
Session Plan Session Learning GSTEE* CO Mapping
Intended Topic
Topic / Intended Resources and Session Session Outcome
Session # Delivery Alignment CO1 CO2 CO3 CO4 CO5
Learning References Objective (SOB) (SOT)
Process (if any)
Introduction to services
Explain unique
marketing and course Lecturer, Class Offer course
1 Text Book Chapter-1 aspects of service T S
overview Why study Discussion overview
business
services?
- Distinct Aspects of Reading: An Appraisal of
Services. Strategies and Challenges Offer macro Explain unique
Class Activity:
2 - Growth and importance of Services Marketing in a Applying the 7Ps picture of service aspects of service T S
of Services in the Globalized Business economy economy
Economy Environment (Soft)

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 Session Plan Session Learning GSTEE* CO Mapping
Intended Topic
Topic / Intended Resources and Session Session Outcome
Session # Delivery Alignment CO1 CO2 CO3 CO4 CO5
Learning References Objective (SOB) (SOT)
Process (if any)
- From manufacturing
paradigm to service &
solutions Paradigm

Understanding Case: Shouldice Hospital Explain service

Consumer Behavior in To classify
Reading: Clueing in to Case Study types and
Services Context servicecape and
3-4 customers (Soft) consumer pain T M S S
Discussion explain consumer
- The consumer Text Book Chapter-2 points in
behavior
Experience services

Service strategies for Case: Apple Pay Discuss Identify segmentation

Text Book Chapter-3 Lecture & Class
5 segmentation, targeting consumer STP criteria for different E* M M S W
Exercise
& value proposition in services service offerings

Customer Exceptions, Case: Starbucks:

Needs and Perceptions- Delivering Customer
Service Quality, MOT Service Case Study Differentiate
Explain three types of
6-7 various service T S S
- Employees & Text Book Chapter-11 Discussion service encounters
encounters
Customer’s Role in
Service Delivery

Service Development & Reading: Designing

Design: Services that deliver Class Exercise Explain concept
Apply service map in
8 Stages in New Service Note on Service Mapping and Briefing of of service map & E*, T S M S
real life
Design Strategies; (HBR) Research Project blueprint
Service Map; Text Book Chapter-8,10
Case: Ordinary Heroes
Understanding Service of Taj
Quality & Establishing Describe the Apply instruments to
Service Standards Reading: Putting the Lecture &
9-10 service quality measure services E*, T M S
Service-Profit chain to Discussion
Developing RATER, parameters quality
work (HBR-Soft)
SERVQUAL
Text Book Chapter-14
Case: The Dabbawala
System Explain
Developing a service Design service
Case Study importance of
11 product strategy & the Reading: Mumbai’s Model standards in service T M S
Discussion service
role of customer Service of Service Excellence settings
standards
Text Book Chapter-4
Case: Federal Express:
The Moneyback
Guarantee
Service Failure & Readings: 1. The
Recovery Profitable Art of Service Discuss service
Case Study Articulate ways to
12-13 Recovery-HBR failure and S M M M
- Handling Customer Discussion recover
recovery
Complaints 2. The Power of
Unconditional Service
Guarantee (HBR)
Text Book Chapter-13
Explain
Establishing Service Design service
Case: United Breaks importance of
14 Standards / Employee’s Case Discussion standards in service T,S M M
Guitar service
role in services settings
standards
Distributing Services
Case:Zappos.com Case Study Explain Articulate various
15-16 - Delivering Service Discussion; customer’s role ways to influence S M S M
through Electronic Text Book Chapter-5 Audio-Visual in service customers
Channels
Branding, NPS & Value Case: Oberoi Hotels-Train Understand how
Case Study Describe
17 creation Business Model Whistle organization create G, S, E S S
Discussion inherent tensions
tradeoff
Text Book Chapter-3,7,12
Service Operations Case: Benihana of Tokyo Offer service
Case Study Apply frameworks in
18-19 Marketing- Capstone management T M S M S S
Presentation restaurant settings
Assignment / Simulation Text Book Chapter-9,15 overview
Group Project
Student Group
20 presentation (10 mins, Submission of Reports T
Presentation
Electronic & Hard Copy)

GSTEE Framework> G = Governance, S = Sustainability, T = Technology, E = Ethics, E *= Experiential Learning

Project / Assignment: -
The assignments included in the course would be aimed at reinforcing the classroom learning and

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sharpen analytical skills. The assignments will be carried out in-groups consisting of 4 to 5 students.

Objectives of the Assignment: -

You as students are often both service consumers and service employees, because there are many job
opportunities in the service sector. As a result, experiential learning activities are particularly
applicable for service-marketing classes. Such active learning helps you to understand how your
experiences relate to the course content, placing considerable responsibility for learning on class
participants themselves. This assignment provides you with alternative ways to understand and
synthesize the learning objectives of this course. Such activities also break up the normal routine of
reading the text, attending lectures, and note-taking.
This exercise requires a field trip by your group to observe a local service business. You have to
identify a service industry that has many local competitors so that each group studies a different
provider (coffeehouses, automobile oil change services, and start-ups are some of the potential
examples for thisassignment). You have to seek permission in advance to visit a specific firm within
the designated industry. You need to obtain permission from management to view and discuss the
backstage of the business.

Please follow these Instructions: -

1. With your group, visit the service business you have chosen. You will need to gather enough
information to prepare a detailed blueprint showing how a specific service is created and
delivered to the customer. In most instances, this will probably require interviewing one or more
managers and employees.
2. Prepare a detailed blueprint of the service including all relevant elements both front stage and
backstage based on items in Annexure and the following:
a. Add a written narrative and evaluation of the process in its present form, paying particular
attention to service quality and productivity.
b. Be sure to identify areas of strength and weakness (including potential fail points).
c. Compare this firm’s approach with the processes used by one of the major competitors.
d. Add suggestions for any changes or improvements

Expectations from Students: -

 To participate in the classes exercises and activities
 To be present in the class on time specified by all means.
 To be sincere in doing the assignments and class preparations
 To maintain the dignity of a classroom and cooperate for the class and restrain from using
mobile phones
 To actively participate in case analysis and incorporate the theories into practical phenomena
 To be consistent in preparation for the class and tests which enables continuous learning
 To have a parallel awareness on the current business trends and events to get associated with
the theories learnt.

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Evaluation Timeline: -
Keeping in line with continuous evaluation at SIBM, the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.
Assessment Task No Description of the Expected slot / Marks declaration Bloom's CO Mapping
Weightage
(Name of component) task due date by Level* CO1 CO2 CO3 CO4 CO5
Multi choice question
test based Chapter 20
1. Formative Quiz Session 15 Session 15 1, 2 2 2 6 8 2
Reading & (33.33%)
Understanding
2. Assessment Written 15
Case Presentation and As per session
analysis of case / case Session 18 3, 4, 5 2 2 4 5 2
Discussion plan (25%)
discussion
15
3. Group Project Field Assignment Session 18-19 Session 20 4, 5 ,6 2 2 5 4 2
(25%)

4. SWAYAM / Completion of online 10

courses as mentioned Session 20 Session 20 1, 2, 3 2 2 1 1 4
Value added course above (16.67%)

Internals Continuous Assessment Process 60 8 8 16 18 10

End exam At the end of the semester 40
Total 100

*New Bloom’s Level: 1=Remember, 2=Understand, 3=Apply, 4=Analyze, 5=Evaluate, 6=Create

Quality Assurance: -
The SI (DU) is actively monitoring student learning and quality of the student experience in all its
programs. A random selection of completed assessment tasks may be used for quality assurance, such
as to determine the extent to which program learning goals are being achieved. The information is
required for accreditation purposes, and aggregated findings will be used to inform changes aimed at
improving the quality of SI (DU) programs. All material used for such processes will be treated as
confidential and will not be related to course grades.

Brief profile of the Faculty Member: -

Dr. Tanmoy De is a faculty member of Symbiosis Institute of Business Management, Hyderabad
Campus since Feb’2017. Over the past eighteen years he has been associated with the academic
circle, mainly teaching courses on Marketing Strategy, Services Marketing, Rural Marketing &
Brand Management to post graduate Management students. He is an active member of professional
bodies like AIMA, ISTE, SPSS South Asia, and Capsim Management Simulation, USA.

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