Course Handout

Name of the school/college / department Chitkara Business School

offering the course
Title of the course Services Marketing

Academic Year 2021-22 Semester – July to December

Course code BSL2661 Course Credits 2

Name of the course coordinator Dr. Kumar Shalender

Names of other members of the team who Dr. Amandeep Singh, & Dr. Anoop Ohri
will be engaged in teaching the course
Lecture/Tutorial (Per Week) 36 Lectures/week

1. Any pre-requisites for the course

 Basic Understanding of Need, Want, Demand, Markets, Corporate, and Business Environment

2. Scope and objective of the course

 To make the students understand the basic concepts, theories and principles of service marketing.
 To enable students develop necessary skill, characteristics, and mindset to successfully undertake the
service marketing practices in real-world situations.
 To facilitate students to learn, comprehend, and analyse the processes related to marketing of services
while keeping in mind their holistic impact on the organization.

3. Course learning outcomes

 To Examine the nature of services, and distinguish between products and services
 To develop an understanding of the roles of relationship marketing and customer service in adding value
to the customer's perception of a service
 To appraise the nature and development of a services marketing strategy.

4. Mapping of Course Learning Outcomes (CLOs) with Program Outcomes (PO)

PO CLO CLO 1 CLO 2 CLO 3

PO1
H M L
PO2
H M M
PO3
L M H
PO4
L H L

5. List of text books

Name of text books

S. No.

1 [T1]: Services Marketing by Mary Jo Bitner and Valarie A. Zeithaml , 2nd Edition Paperback –
International Edition, 2000.

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6. List of reference books

S. No. Name of reference books

1 [R1]: Services Marketing by Govind Apte, 1st edition, Oxford University Press.

7. Important website links which may be referred for relevant online course resources

S. No. Website links

1 Journal of Marketing Management (https://www.tandfonline.com/loi/rjmm20)

2
Journal of Strategic Marketing (https://www.tandfonline.com/loi/rjsm20)
3
The Economic Times: https://economictimes.indiatimes.com/defaultinterstitial.cms
4
Forbes India Magazine: https://www.forbesindia.com/

8. Complete course coverage plan

Lect. No. Recommended

Topics
(Hour) Book

Growth of service sector economy, service characteristics, service classification, service marketing
1-4 T1 & R1
triangle

service marketing mix, quality gaps model, consumer behaviour in services, customer
5-8 T1 & R1
expectation of service, customer perception of service,

9-12 understanding customer expectation and perception through marketing research, T1 & R1

13-16 relationship marketing - concept, benefits and strategies, market segmentation and targeting, T1

17-20 service recovery, service development and design: new service types, T1

21.24 developing positioning strategy, supplementary services, T1

customer perceived value, customer satisfaction, customer profitability, customer lifetime value,
25-28 T1 & R1
building loyalty

positioning maps, importance and strategies for effective delivery through employees and
29-32 T1 & R1
customer participation

waiting line strategies, services marketing communication mix, communication strategies, factors
33-36 T1 & R1
related to pricing, pricing approaches, pricing strategies, service quality and productivity

9. Details of all evaluation components

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 Course Handout

Evaluation Type of Component No. of Weightage of Mode of Assessment

Component Assessments Component

Component 1 Class participation 3 20% Online

Component 2 Project Work 1 40% Online

Component 3 Case Study/Presentations 3 40% Online

Total 100%

10. Any other important details

11. Summary of the course topics to be covered in brief:

Number
Contents of contact
hours

Growth of service sector economy, service characteristics, service classification, service

marketing triangle, service marketing mix, quality gaps model, consumer behaviour in services 9

customer expectation of service, customer perception of service, understanding customer expectation

9
and perception through marketing research, relationship marketing - concept, benefits and strategies

market segmentation and targeting, service recovery, service development and design: new service
types, supplementary services, developing positioning strategy, quality gaps, prescriptions for
9
Closing quality gaps, customer service function, services management trinity, interactional conflicts,
internal marketing

positioning maps, importance and strategies for effective delivery through employees and customer
participation, managing demand, managing capacity, waiting line strategies, services marketing
9
communication mix, communication strategies, factors related to pricing, pricing approaches,
pricing strategies, service quality and productivity,

TOTAL 36

12. Course execution plan

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 Course Handout

Lect. No.
Topics Deviation if any
(Hour) Delivery Date

Growth of service sector economy, service characteristics, service

1-4 20/09/2021
classification, service marketing triangle

service marketing mix, quality gaps model, consumer behaviour in

5-8 21/09/2021
services, customer expectation of service, customer perception of service,

understanding customer expectation and perception through marketing

9-12 21/09/2021
research,

relationship marketing - concept, benefits and strategies, market

13-16 segmentation and targeting, 22/09/2021

17-20 service recovery, service development and design: new service types, 22/09/2021

21.24 developing positioning strategy, supplementary services, 23/09/2021

customer perceived value, customer satisfaction, customer profitability,

25-28 24/09/2021
customer lifetime value, building loyalty

positioning maps, importance and strategies for effective delivery through

29-32 24/09/2021
employees and customer participation

waiting line strategies, services marketing communication mix,

33-36 communication strategies, factors related to pricing, pricing approaches, 25/09/2021
pricing strategies, service quality and productivity

13. Academic Honesty policy

Chitkara University ensures the implementation of the highest level of academic integrity in all the documents
being prepared / adopted by its Faculty members and students. Any breach of the same will be tantamount to severe
academic penalties.

14. This Document is approved by:

Designation Name Signature

Course Coordinator Dr. Kumar Shalender Kumar Shalender

Program In-charge Dr. Amandeep Singh Dr. Amandeep Singh

Dean Dr. Sandhir Sharma

DD/MM/YYYY 20/09/2021

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