St.

Mira’s College for Girls, Pune

Marketing - II
[DSC COURSE]
Title of the Paper: Services Marketing: Fundamentals and New Perspectives

Semester V Subject Code: C52212 Lectures: 60

Course Outcomes:
At the end of the course, the learner will have:
● Ability to demonstrate an extended understanding of the similarities and differences in
service-based and physical product-based marketing activities
● Ability to understand the key concepts and principles of services marketing.

● Ability to elaborate the extended marketing mix for services

● Ability to explain how the unique characteristics of service products impact on design
and execution of marketing strategies for services.
● Ability to understand how different elements of the services marketing mix can be used
to address a range of marketing issues facing services organisations.
● Ability to infer current research trends in services marketing and execute a field study
as part of a team and employ effective group work strategies in a problem-solving
environment.

Unit 1: Services Marketing 12

● Services:
o Meaning
o Classification
o Characteristics
o Differences between goods and services
o Sources of Service Sector growth
● Services Marketing:
o Concept
o Need
● Concept of Service Marketing Triangle

● Service Marketing Mix: Concept

Unit 2: Service Strategy 12

● Understanding the competitive environment of services

● Competitive Service Strategies

o Overall Cost Leadership
o Differentiation
o Focus
● Mapping Patterns of Service Innovations

● Strategies for business growth: options for growth of service firm

1
 St. Mira’s College For Girls, Pune

● The Virtual Value Chain- (First, Second and Third Stage)

● Strategies for managing demand

● Strategies for managing capacity

● Waiting line strategies

● Reimagining marketing in the next normal- Changing Consumer Behaviour

and Marketers’ Adaptation

Unit 3: Service Product 12

● Conceptualisation of Service:
o Customer benefit concept
o Service concept
o Service offer and service package
o Service delivery system
● Service life cycle concept

● Branding in services
o Concept
o Advantages
o Emotion driven branding
● Service Positioning
o Concept
o Approaches

Unit 4: Pricing and Promotion in Services 12

● Pricing in Services:
o Factors affecting pricing decisions
o Special issues of pricing in a service sector
o Customer Focused Pricing
o Pricing strategies
● Service Promotion mix:
o Elements of Service Promotion Mix
o Four Categories of Strategies to Match Service Promises with Delivery
o IMC approach to Service Promotion

Field Studies in any of the following areas:

1) Bank marketing

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune
2) Tourism Marketing
3) Hospital Marketing
4) Airline Marketing
5) Education Marketing: International Schools
6) Hotel Marketing
7) Telemarketing

Assignments and Library Hours 12 Lects.

Reference Books:
1. Clow Kenneth E., Kurtz David L., (2003), “Services Marketing, 2e, New Delhi, biztantra
2. Dhunna Mukesh (2012), “Services Marketing”1st Ed., New Delhi, Wisdom Publication
3. Dayal Raghubir, Zachariah Peter, Rajpal Kireet (1996). “Services Sector Management”1st Ed.,
New Delhi, Mittal Publication
4. Fitzsimmons James A., Fitzsimmons Mona J.,(2008), “Service Management”, New
Delhi, Tata Mc Graw- Hill Publishing Company Ltd., Fourth Reprint
5. Jha S.C (1997). “Services Marketing”2nd Ed., Mumbai, Himalaya publishing house.
6. Kotler Philip (1999). “Marketing Management”10th Ed., New Delhi, Prentice-Hall of India.
7. Nargundkar Rajendra (2004), “Services Marketing” New Delhi, Tata Mc Graw- Hill
Publishing Company Ltd.
8. Payne Adrain (2001). “Services Marketing”6th Ed., Cambridge, Prentice-Hall of India Private
Ltd.
9. Rao Rama Mohan K. (2005). “Services Marketing” 2nd Ed., India, Pearson Education
(Singapore) Pvt. Ltd.
10. Rampal M.K and Gupta S.L (2000), “Service Marketing-Concepts, Applications and Cases” 5 th
Ed., New Delhi. Galgotia Publishing Company.
11. Sinha P.K. and Sahoo S.C. (1994). “Services Marketing”1st Ed., Noida, Himalaya
Publishing house.
12. Woodruffe Helen (1995). “Services Marketing”1st Ed., New Delhi, Macmillan.
13. Zeithaml Valarie A, Bitner Mary Jo, Gremler Dwayne D, Pandit Ajay,(2006), “Services
Marketing”4th Ed., New Delhi, Tata Mc Graw- Hill Publishing Company Ltd.

Suggested Reading:
Journals:
1. Indian Journal of Marketing, New Delhi
2. Harvard Business Review, Noida
3. Journal of Commerce and Management, Pune
Websites:
1. JSTOR database by INFLIBNET
2. NLIST database by INFLIBNET
3. Academic Search Elite database by EBSCO-HOST

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune
Consumer-Based Pricing | Introduction to Smart Pricing: How Google, Priceline, and Leading
Businesses Use Pricing Innovation for Profitability | InformIT

E-Resources:
o Unit 2: Reimagining marketing in the Next Normal | McKinsey:
o Unit 4: Intellectual Property (IP) in the Advertising Industry (kashishworld.com)

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune
Service Industry Value Chain Analysis | EdrawMax Online
Module 7 (slideshare.net)
MARKETING –II
[DSC COURSE]
Title of the Paper: Services Marketing: Fundamentals and New Perspectives

Semester VI Subject Code: C62212 Lectures: 60

Course Outcomes:
At the end of the course, the learner will have:
1. Ability to demonstrate an extended understanding of the similarities and differences in
service-based and physical product-based marketing activities
2. Ability to elaborate the extended marketing mix for services
3. Ability to demonstrate integrative knowledge of marketing issues as well as tools and
models associated with service productivity, perceived quality, customer satisfaction
and loyalty
4. Ability to apply relevant services marketing theory, research and analysis skills to
contemporary trends and practices and communicate outcomes employing professional
discourse and formats.

Unit 1: Place in Services 10

● Service site considerations

● Designing a distribution system:

o Customer segmentation
o Service characteristics
o Identifying and evaluating major channel alternatives
● Strategies for effective service delivery through Intermediaries
o Control strategies
o Empowerment strategies
o Partnering strategies
● Direct Distribution Vs. Indirect Distribution

● Role of customers in service delivery

● Customer Focused Distribution

● Case Study

● Internationalisation of Services

Unit 2: People and Process in Services 14

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune
People in Services:
● The Critical importance of service employees

● Types of service personnel:

o Contact personnel
o Support personnel
● Job Characteristics
o Skill variety
o Task identity
o Task significance
o Autonomy
o Feedback
● Customer Focused Personnel
o Job descriptions
o Recruitment
o Training
o Empowerment
o Motivation and Compensation
Process in Services:
● Service Process Matrix

● Spectrum of service processes

● Blue Printing: Representing a product in the form of its molecular structure

o Breaking down the process into logical steps
o Recognising the variability in the process
o Identify the backstage elements
● Service mapping- features and layers of service map
o Line of interaction
o Line of visibility
o Line of internal interactions
o Line of implementations
● Case Study

Unit 3: Physical Evidence 12

● Physical facilities
o Essential evidence
o Peripheral evidence

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune

● Physical environment:
o Ambience
o Space
o Decor
● Social setting: employee appearance

● Framework for understanding servicescape effects

● Guidelines for physical evidence Strategy

● Marketing Strategies for the Service Environment

● Case Study

Unit 4: Managing Service Quality 12

● Underlying Principles of Service Quality

● Search

● Experience

● Credence

● Based on perceptions and expectations

● RATER Concept in service quality

● Service Gap analysis

● Service Failure and Recovery

● Blue print for excellence: Balanced Scorecard

● Transformative Services Research and Social Marketing

● Case Study/ Walk- Through Audit

● Designing a Walk-Through Audit

● Implications for Management

Field Studies in any of the following areas:

1) Bank marketing
2) Tourism Marketing
3) Hospital Marketing
4) Airline Marketing

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune
5) Education Marketing: International Schools
6) Hotel Marketing
7) Telemarketing

Assignments and Library Hours 12

E-Resources:
o Unit 2: Social Media Marketing Strategy: The Complete Guide for Marketers
(buffer.com)
o Unit 4: Intellectual Property (IP) in the Advertising Industry (kashishworld.com)

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha
 St. Mira’s College For Girls, Pune

Suggested Reading:
Journals:
1. Indian Journal of Marketing, New Delhi
2. Harvard Business Review, Noida
3. Journal of Commerce and Management, Pune
Websites:
1. JSTOR database by INFLIBNET
2. NLIST database by INFLIBNET
3. Academic Search Elite database by EBSCO-HOST

Reference Books:
1. Clow Kenneth E., Kurtz David L., (2003), “Services Marketing, 2e, New Delhi, biztantra
2. Dhunna Mukesh (2012), “Services Marketing”1st Ed., New Delhi, Wisdom Publication
3. Dayal Raghubir, Zachariah Peter, Rajpal Kireet (1996). “Services Sector
Management”1st Ed., New Delhi, Mittal Publication
4. Fitzsimmons James A., Fitzsimmons Mona J.,(2008), “Service Management”, New
Delhi, Tata Mc Graw- Hill Publishing Company Ltd., Fourth Reprint
5. Jha S.C (1997). “Services Marketing”2nd Ed., Mumbai, Himalaya publishing house.
6. Kotler Philip (1999). “Marketing Management”10th Ed., New Delhi, Prentice-Hall of
India.
7. Nargundkar Rajendra (2004), “Services Marketing” New Delhi, Tata Mc Graw- Hill
Publishing Company Ltd.
8. Payne Adrain (2001). “Services Marketing”6th Ed., Cambridge, Prentice-Hall of India
Private Ltd.
9. Rao Rama Mohan K. (2005). “Services Marketing” 2nd Ed., India, Pearson Education
(Singapore) Pvt. Ltd.
10. Rampal M.K and Gupta S.L (2000), “Service Marketing-Concepts, Applications and
Cases” 5th Ed., New Delhi. Galgotia Publishing Company.
11. Sinha P.K. and Sahoo S.C. (1994). “Services Marketing”1st Ed., Noida, Himalaya
Publishing house.
12. Woodruffe Helen (1995). “Services Marketing”1st Ed., New Delhi, Macmillan.
13. Zeithaml Valarie A, Bitner Mary Jo, Gremler Dwayne D, Pandit Ajay,(2006), “Services
Marketing”4th Ed., New Delhi, Tata Mc Graw- Hill Publishing Company Ltd.

Board of Studies Name Signature

Chairperson (HoD) Dr. Rama Venkatachalam
Faculty Asst. Prof. Rajni Singh
Faculty Asst. Prof. Shanthi Fernandes
Subject Expert (Outside SPPU) Dr. K. Rajagopal
Subject Expert (Outside SPPU) Dr. Sumita Joshi
VC Nominee Dr. Shubhangi Joshi
Industry Expert Mr. Sanjay Kulkarni
Alumni Ms. Shivani Sinha