Annexure ‘‘AAB-CD-01’

Course Title: SERVICE MARKETING

L T P/S SW No. of TOTAL CREDIT
Course Code: M K T G 3 0 5 PSDA UNITS

Credit Units: 03 2 0 0 2 3 3

Level: UG (*L- Lecture *T – Tutorial *P – Practical *SW – Self work

*FW – Field work *PSDA - Professional Skill Development Activities)

Course Objectives: The course has been designed to familiarize students with typical characteristics of services, their design and delivery and the complexities of handling intangibles of services. Further, it focuses on
making students conceptually clear about the impact of changing technology on service delivery processes and overall service industry.

Prerequisites: The student considering this course should have basic knowledge of Marketing Management. Exposure to industry is anticipated through family business or internship. The student needs to visualize the processes and
workflow of service organizations to understand the technicalities of intangible providence to customers & the soft skills requirement of the field.

Course Contents/Syllabus:

Descriptors/Topics Weightage (%)

1 Module I: Module I Services an Overview 20
 Services: concept, characteristics.
 Marketing of goods v/s marketing of services.
 Significance of services marketing.
 Classification of services.
 Introduction to service marketing mix;
 Role of services sector in economy.
 Growth of service - Global and Indian Scenario
2 Module II: Service Quality Management 25
 Concept of service quality.
 GAP Model of service quality.
 Measuring and improving service quality.
 Concept of SERVQUAL system,
 Concept of CRM and enhancing quality through it.
 Consumer Expectations: Concept.
 Factors influencing customer expectation of services.
 Managing Customer Satisfaction
 Service encounter and moments of truths.
 Service failure and recovery.
 Service Blueprinting,
 Introduction to Six Sigma.

3 Module III : Service Development & Productivity 15

 Managing service operations Physical Evidence and Servicescape.
 Concept of productivity and its improvement.
 Managing demand and capacity: Understanding capacity constraints,
  Understanding demand patterns.
 Strategies for matching demand and supply.
 Consumer decision-making process.

4 Module IV : Managing Service Personnel, Pricing and Distribution 20

 Role of service personnel, Job characteristics, Internal marketing,
 Price determinants, pricing modifications.
 Approaches to pricing services.
 Pricing strategies linking to value definitions.
 Channel structures,
 Distribution-growth options.

5 Module V : Role of Technology in Service Delivery 20

 Concept of technology services
 Technology enabled service delivery
 Implications for self service and service support
 Technology based changes in service industry

List of Experiments (if any): N/A

Course Learning Outcomes:

CLO01: To understand the challenges inherent in marketing of services and ensuring quality service delivery
CLO02: To study strategies, tools, and approaches for addressing the challenges of services marketing
CLO03: To analyze inter-functional coordination necessary to deliver quality service
CLO04: To examine the impact of changing technology on service industry
CLO05: To deliver the practical knowledge for support in career opportunities in service industries
CLO06: To explore new research dimensions in service industries

Mapping of Course learning outcomes (CLOs) with Graduate Attributes (GA).

Course Learning Outcomes CLO1 CLO2 CLO3 CLO4 CLO5 CLO6

Graduate Attributes

Knowledge and Expertise of Business Environment and Management      

Self-directed and Active learning   

Research and Enquiry 
 
Information & Communication Technology Skills  

Critical thinking and Problem-Solving Abilities

     

   
Effective Business Communication
Creativity, Innovation & Reflective Thinking     

Analytical & Decision-Making Ability    

 Leadership and Behaviour Skills      

Multicultural Understanding & Global Outlook     

Integrity, Ethics and Professional Conduct  


Social Networking Skills & Emotional intelligence    

Employability and Entrepreneurship    

Lifelong Learning   

Environment and sustainability   

Pedagogy for Course Delivery: This class will be taught using a mix of theory and the case method. In addition to assigning the case studies, the course instructor will spend considerable time helping the students
understand the concept of Services. Class participation and class discussion will part of the learning process. The students will be exposed to an array of activities like role plays to make them understand the working of
service organizations. Remote learning using four quadrant approach will also be used for delivering course content. Further, industry experts will be invited to share the practical insight of trending technologies like industry
4.0 and their impact on education and marketing of services.

List of Professional Skill Development Activities (PSDA):

1. Industry Project Based on Primary Survey: “Consumer satisfaction with regards to various service quality components for one particular service industry/organization”. Analyze the data and prepare a report.
Present the findings in the class.

2. Assignment: “How rapid technological changes are affecting consumers’ expectations, companies’ understanding of such expectations and design & delivery of services to the end consumers”. Prepare a report on
this refereeing gaps model of service quality and present in the class.

3. Presentation on Book Review: “Service Design for Business: A Practical Guide to Optimizing the Customer Experience” – by Ben Reason, Lavrans Lovlie & Melvin Brand Flu

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

40 N/A 60

Theory Assessment (L&T):

 Continuous Assessment/Internal Assessment (40%) End Term
Components Examination
(Drop Industr Assignment Presentatio Mid-Term Attendance (60%)
down) y n Exam
Project
Linkage of
PSDA with PSDA 1 PSDA 2 PSDA 3
Internal
Assessment
Component,
if any
Weightage
(%) 10% 10% 5% 10% 5%

Lab/ Practical/ Studio Assessment:

Continuous Assessment/ Internal Assessment End Term Examination

Components N/A N/A N/A N/A N/A N/A N/A N/A N/A

Weightage N/A N/A N/A N/A N/A N/A N/A N/A N/A
(%)

Mapping Continuous Evaluation components/PSDA with CLOs

Bloom’s Level Remembering Understandin Applying Analyzing Evaluatin Creating

> g g
Course CLO-1 CLO-2 CLO-3 CLO-4 CLO-5 CLO-6
Learning
Outcomes

Assessment
type/PSDA
Industry      
Project
Assignment     

Presentation     

Mid-Term   
Exam
Attendance 

Text Books / Reference Books:

 Valarie A Zeithaml and mary J Bitner, Services Marketing, Tata McGraw Hill Companies
 Clow Kenneth E. and Kurtz David L., Services marketing operations, management and strategy, biztantra innovations in management, John Willey & Sons
 Christopher lovelock, Service Marketing (people, technology and strategy), Pearson Education.
 Rampal M.K., Gupta S.L., Service Marketing, Galgotia Publishing Company.
 Electronic Services: Concepts, Methodologies, Tools and Applications, Information Resources Management Association, ISBN-13: 9781615209675
 Rayan Mahmoud Nouh, Modern E-Services Quality Evaluation, LAP Lambert Academic Publishing, ISBN-10: 3844324364