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SIVA SIVANI INSTITUTE OF MANAGEMENT
COURSE OUTLINE: SERVICES MARKETING & CRM

Batch: PGDM 22
nd
Batch
Term: IV
Facilitator(s): Prof. Arijit Santikary
Email: arijitsantikary@ssim.ac.in

COURSE OBJECTIVES:
1. The course focuses on the unique challenges of marketing and managing services for
delivering quality service to customers.
2. Emphasize the need to attract, retain and building of strong customer relationships through
quality service.
TEXTBOOK
Rajendra Nargundkar-Services Marketing-Text & Cases, Tata McGraw Hill, 3rd Edition
PEDAGOGY
Class Discussion
Quizzes
Lecture Method
Case Studies
Field Visits
Presentation

CLASS ROOM DECORUM:
Attend all classes
Come to class on time.
Come to class prepared and submit the assignments on time.
Actively engage in the classroom experience

CONTINUOUS INTERNAL EVALUATION
In keeping with the course objectives, continuous learning and continuous evaluation go hand-in-hand
in this course. The goal is to provide continuous feedback on your performance, thus giving you an
opportunity for self reflection and self correction.
Advance preparation for the class is a must in this course. You shall attend the class only after
reading the prescribed reading material, ready with your groups deliverables in the class.
pg. 2


Evaluation Components:







1. Project:
Students will form groups consisting of 4 students per group. Each group will select one
services outlet and explore the same in terms of concepts, their application, typology, 7Ps of
services marketing mix etc. Towards term-end, the group will present their study which will
be evaluated based on the below mentioned parameters. There will also be group wise viva-
voce on the project. Students will be tested individually at the time of viva-voce.
Evaluation Parameters
Written Report: 2 M
Presentations & Viva-Voce: 3 M (As given below)
Concepts 1M Bringing out the Practices
existing in the services
outlet 1M
Suggestion & Comments-1M

2. Case Study Analysis and Presentations:
Objectives: i) To expose the students to different industries and companies, ii) To test their
problem identification and problem solving skills, iii) To assess the students communication
skills
Groups will be same as those formed for the Project Study. Each group shall go through the
case, analyze (with respect to concepts learned so far and questions posed at the end of the
case) and prepare a PPT. Marks will be given based on case presentation. Each group has to
submit their PPT after the class, after incorporating comments and suggestions given by their
classmates and the instructor. Every group is expected to do a number of presentations
decided through a system of lottery.
Evaluation Component Marks %
Presentation 50%
Submission of PPT after improvement as explained above 50%
Mid Term 20 Marks
Project

05 Marks
Case Study Analysis & Presentations 15 Marks
Quizzes 05 Marks
Class Attendance 05 Marks
Total Marks 50 Marks
pg. 3

3. Quizzes
Quizzes would be conducted periodically to test the comprehension of the students on the
topics covered in the course. The quizzes may be surprise or informed in advance. Minimum
nos. of quizzes is 4.

SESSION PLAN

Session
No
Topic Pre-Reads Case
Unit-1 Introduction to Services
1 Introduction about the subject. Understanding the
expectations of the students.Setting the expectations from
the students. Familiarization of the students with i) Course
objectives ii) Pedagogical methods iii) Session plans, ii)
Evaluation plans, and iv) Grading method

2 Concept, Scope, Goods-Unique
Characteristics of services.
Goods & Services Categorization
Text Book-Chapter 1,
pp: 1 - 9
Case: Xanadu,
Text Book-
PP:27
3 STP: Segmentation, Target
Marketing, and Positioning
Text Book, Chapter 1,
pp: 9 - 19
Case:
Annapurna
Dabbawalla,
Text Book-
PP:30
4 Customer Expectations &
Perceptions of Services

Handout will be
provided in advance
Case:
Educational
Service
Providers, Text
Book-PP:82
Unit-2 Service Marketing Mix
5 Product & Service Quality Text Book- Chapter
2, pp: 45 - 57
Case:
Educational
Service
Providers, Text
Book-PP:82
6 Product & Service Quality Text Book- Chapter
2, pp: 57 - 67
Case: Indian
Healthcare
Industry, Text
Book-PP:71
pg. 4

7 Price and Place Text Book, Chapter 5,
pp: 161 174 &
Text Book, Chapter 3,
pp: 115 123

Case: Baristas
New Brew,
Text Book-
PP:176
Case: E-
Choupal
Initiative of
ITC, Text
Book-PP:125
8 Promotion Text Book, Chapter 4,
pp: 134 154
Case: United
Colours of
Benetton (to be
handed out
later)
9 Physical Evidence Text Book, Chapter 7,
pp: 215 - 218
Case: Delhi
Metro Rail
Corporation
Book-PP:219
10 People in service Text Book, Chapter 6,
pp: 189-199
Case: Fair n
Beautiful Pvt
Ltd.-PP:204
11 Processes in service Text Book, Chapter 8,
pp: 227-238
Service
Blueprinting
exercise (to be
handed out
later)
12 Mid-term Exam
Unit-3: Strategies for Marketing
13 Overview, Strategies for Services
Marketing
Text Book, Chapter 9;
pp: 251- 264
Case: General
Electric-PP:294
14 Service Market Triangle-External
Marketing, Internal Marketing,
Interactive Marketing
Handout will be
provided in advance
---
Unit-4: Services Marketing Practices in Key Sectors
15 Bank Marketing, Insurance
Marketing & Mutual Fund
Handout will be
provided in advance
Case: Kotak
Mahindra-
pg. 5

Marketing PP:272
16 Bank Marketing, Insurance
Marketing & Mutual Fund
Marketing
Handout will be
provided in advance
Case: ICICI
Bank -PP:98
17 Retail Marketing Handout will be
provided in advance
Case:
IndiaFoods.com
-PP:367
18 Hospitality Marketing & Other
Sectors
Handout will be
provided in advance
Case: Jet
Airways-
PP:299
Unit-5: CRM
19 Introduction to CRM,
Customer lifetime Value
Text Book, Chapter
12; pp: 378- 388

20 Customer Acquisition Handout will be
provided in advance

21 Customer Loyalty and
Customer Win-back,
Handout will be
provided in advance

22 Customer Privacy, Data
Warehousing, Data Mining.

Handout will be
provided in advance
Case: To be
handed out later
23 Project Presentation & Evaluation
24 Project Presentation & Evaluation
25 Course Review & Revision







pg. 6

Questions for Xanadu Case study:

1. Identify the tangible and intangible components of Xanadu's market offering.

2. Identify the perishable and non-perishable components of Xanadu's market offering.

3. Identify the various points of interaction between Xanadu and its customers, before, during and
after attending a program.

4. List those components of Xanadu's market offering, which are likely to be subject to greater
variability. For which reasons?

5. Assume that members of your group are going to attend a program of Xanadu, next week.
Tabulate the expectations of individual members on different components of Xanadu's services.
Identify possible reasons for variations between the expectations of group members.

6. List out at-least three possible instances of application of Servuction Model with respect to
Xanadu.

7. Imagine any one single classroom session at Xanadu and apply the Service Theatre concept to
it. List out the preparation required (by Xanadu) to satisfy the customers (students attending the
class).