service marketing syllabus
3
COURSE OUTLINE Course Code: 12CEMMS Course Title: Marketing of Services Credits: 03 Course Objectives: This course will help the students to- o know and understand the role and importance of services sector in the business. o identify challenges in managing and marketing of services. o comprehend and measure Service Quality and Customer satisfaction o know about the role and importance of technology in services Unit I Service Management: An Over View. Defining Service. The Service Revolution. Goods vs. Services. Classification of Services. The Service Sector: Global and Indian Scenario. Unit II Designing the Service Integrated Services Management –Understanding the competitive environment of services. Designing and Developing the Service- Creating the Service Product. Understanding the Service Life Cycle. Service Branding. Pricing for Services. Promoting the Services. Unit III Delivering the service. The Service delivery process. The Service Encounter- The Triad.
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Transcript of service marketing syllabus
COURSE OUTLINE
Course Code: 12CEMMS
Course Title: Marketing of Services
Credits: 03
Course Objectives: This course will help the students to-
o know and understand the role and importance of services sector in the business.
o identify challenges in managing and marketing of services.o comprehend and measure Service Quality and Customer
satisfactiono know about the role and importance of technology in services
Unit I Service Management: An Over View.
Defining Service. The Service Revolution. Goods vs. Services. Classification of Services. The Service Sector: Global and Indian Scenario.
Unit II Designing the Service
Integrated Services Management –Understanding the competitive environment of services. Designing and Developing the Service-
Creating the Service Product. Understanding the Service Life Cycle. Service Branding. Pricing for Services. Promoting the Services.
Unit III Delivering the service.
The Service delivery process. The Service Encounter- The Triad.
The People in service-Managing the service employee.
Service Theatre-Services cape and Physical Evidence in services.
Service Delivery Systems in Place, Cyberspace and Time
Unit IV Assessing and Improving the Service experience.
Managing the service Customer. Defining and Measuring Customer satisfaction. Service Quality- Concept, Measurement and Model. Parsuraman’s Serv-qual Model. Analysing Service Gaps. Failure and Recovery Strategies. Customer retention in Services
Unit V Technology and Service Strategy.
Technology Dimension in services. Innovation in services. Emergence of Self service and Automation in Services. Internet Services. Business Strategy for services. Managing of Hi-tech services.
Books Recommended:
Basic Text
• Rajendra Nargundkar ,Services Marketing, TMH j
• Valerie Zeithaml and Mary Jo Bitner, Service Marketing, TMH
• Christopher Lovelock, Jochen Wiertz and Jayanta Chatterjee, Services Marketing, Pearson Education
Journals:
• Journal of Services Management
• Journal of Services Research
• Journal of Services Marketing
• Journal of Marketing
Websites:
• emerald.com
• fedex.com
• brandingasia.com
