Services Marketing Strategies Syllabus - MBA (PU)

Course Description

The purpose of the course is to provide the students with an overview of key strategic concepts and distinctive management issues in modern service(s) management and marketing. This topic area is very dynamic and changing fast. The course builds on the knowledge and understanding that the students have gained from the basic marketing course. It acquaints the students with the challenges involved in the marketing of the service(s) and also the tools and strategies to address them. Course material is broadly based on the prescribed text but case material and other selected readings will also be used.

Learning Outcomes

• Differentiate between product and service characteristics, and know how these differentiators can be used to establish competitive advantage for a firm.
• Understand why the application of the marketing mix in a service environment has to be built up from interaction episodes between customers and their suppliers.
• Develop an understanding of the links between the service providers (people), the procedures (processes), and the physical evidence of the service offering.
• Understand service quality management as the basis for developing customer satisfaction and develop skills in service quality problem diagnosis and service improvement.
• Understand the importance of customer retention, service recovery, relationship development, and the role of internal marketing.
• Consider the impact that modern technology has (Internet, social media, etc) on service(s) marketing innovation.

References

• Valarie A Zeithaml, Dwayne D Gremler, Mary Jo Bitner, Ajay Pandit (2008), Services Marketing – Integrating Customer Focus Across the Firm. 4^th Edition: Tata McGraw-Hill.
• Christopher Lovelock (2001). Services Marketing – People Technology, Strategy. 4^th Edition, New Delhi: Pearson Education
• Articles and handouts/ tutorial provided by instructor.

Class Format

The course will involve a mix of lectures, cases, articles and in-class discussions. Students are expected to come to class having read all the assigned readings (Chapters, cases and articles) and to be ready to share and discuss.

Class Participation

Each student is expected to attend every class and participate in all activities of the class. This requires that you devote some thoughtful time to the readings prior to the class so that you have ideas to contribute to the class discussion. Good participation also includes asking questions and helping others to develop or clarify their ideas or questions. Lack of participation will be interpreted as lack of adequate preparation which will result in a lower participation grade. Students’ must respect others’ opinions by allowing everyone to speak without interruption. You are also strongly encouraged to provide feedback to the instructor throughout the trimester in order to improve this class.

Class Attendance

Attendance is expected and absences must be justified. Absences from class do not excuse you from being responsible for contents missed. Because a portion of your grade for this course is based on class participation and attendance, missed classes will mean that you did not participate on those days. Therefore, attendance will definitely result in a poor class participation grade. Eighty percent class attendance is required. If you must miss class, contact the instructor in advance and make arrangements to get assignments, announcements, etc. from your colleagues.

Grading Scheme

Students will be graded on the basis of their participation in the class, performance in the project, presentation, mid-term and the end term exams.