BA 4011

Services Marketing

HBS > Professional Electives > Services Marketing
Course ID
BA 4011
Level
Post Graduation
Semester
Semester III

OBJECTIVES:
•  To appreciate the challenges involved in managing the services and analyse the strategies to deal with these challenges.
•  To give insights about the foundations of services marketing, customer expectations of services and gap existing in the service delivery processes and service Quality.

UNIT I INTRODUCTION
Introduction– Definition– Service Economy – Evolution and growth of service sector – Nature and Scope of Services –Difference between ser vices and tangible products– Unique characteristics of services– Challenges and issues in Services Marketing.

UNIT II SERVICE MARKETING OPPORTUNITIES
Assessing service market potential – Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning.

UNIT III SERVICE DESIGN AND DEVELOPMENT
Service Life Cycle – New service development – Service Blue Printing – GAP model of service quality – Measuring service quality – SERVQUAL – Service Quality function development.

UNIT IV SERVICE DELIVERY AND PROMOTION
Positioning of services – Designing service delivery System, Service Channel – Pricing of services, methods – Service marketing triangle – Managing demand, Managing supply, managing Demand and Supply of Service–Integrated Service marketing communication.

UNIT V SERVICE STRATEGIES
Service Marketing Strategies for Health – Hospitality – Tourism – Financial – Logistics– Educational – Marketing of Online Services– Entertainment & public utility Information technique Services

TOTAL: 45 PERIODS

OUTCOMES:
On successful completion of the course students will be able to:
•  Demonstrate an extended understanding of the similarities and differences in service -based and physical product based marketing activities
•  Develop and justify marketing planning and control systems appropriate to service -based activities
•  Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty
•  Develop blueprint for the services sector and develop a better appreciation of the necessary strategies to create a service excellence.
•  Recognise the challenges faced in services delivery as outlined in the services gap model

REFERENCES :

1. Chiristropher H. Lovelock and JochenWirtz, Services Marketing: People, Technology, strategy
Pearson Education, New Delhi,8th edition, 2016.
2. John.E.G.Bateson, K.Douglas Hoffman, Services Marketing, South Western Cengage learning, 4th Edition, 2011.
3. Kenneth E Clow, et al, Services Marketing Operation Management and Strategy, Biztantra, 2nd Edition, New Delhi, 2004.
4. Valarie Zeithaml et al, Services Marketing, 5th International Edition, Tata McGraw Hill, 2007.
5. Christian Gronroos, Services Management and Marketing a CRM in Service Competition,
3rdEdition,Wiley,2007.
6. R. Srinivasan, SERVICES MARKETING, Prentice Hall of India Private Limited,4th Edition 2014, New Delhi.
7. Vinnie Jauhari&kirti Dutta (2017), Services Marketing, Text and cases, 2nd edition.