8/3/2019 Services Marketing & Sales 2010

1/2

Symbiosis Centre for Information Technology

SIU Code: 30241462

Subject Code: Credit Points:- 2 Subject Designer: Raghav

Sandhane

Date: 12.11.2010

Course Name Services Marketing & Sales

Scope andObjectives

Prerequisite

Reference

books/Sites

1. Valarie A.Zeithaml & Mary Jo-Bitner: Services Marketing-IntegratingCustomer Focus Acros the Firm, 3/e, TMH, 2003.2. Thomas J.Delong & Asish Nanda: Managing Professional Services-Text and Cases, McGraw-Hil International, 2002.3. Christopher Lovelock: Services Marketing People, Technology,Strategy, Fourth Edition, Pearson Education, 2002.4. Mark Davis, Managing Services People and Technology, McGraw-Hill International, 20025. Adrian Payne, The Essence of Services Marketing, Prentice-Hall of

India Pvt. Ltd., 2002.6. Roland T. Rust and P.K. Kannan, e-Service New Directions in Theoryand Practice, Prentice-Hal of India Pvt. Ltd., 2002.7. James A Fitzsimmons, Services Management-Operations, Strategyand Information Technology, 3/e, McGraw-Hilll International, 2003.8. Rao, Services Marketing, Pearson Education.

Additional Readings:

Topics Details Assignment/Lab/

Session

Introduction and

definition of service

difference between services and products,

characteristics of services like Intangibility,

variability etc. , customer expectations andsatisfaction points, services organisation structure

(roles and responsibility)

Products Vs. Services

2

Traditional

Services/IT Services

Banking, Insurance, Recruitment, Consultancy,

repairs and maintenance, tourism, lawyers,

entertainment, food,

IT Services - Software development ( Embedded,

real time, business applications)

IT Enabled services: Research, telemarketing,infrastructure management, legal/medical/

processes, business process outsourcing etc.

4

MBA SSM 2009-11 1/2

8/3/2019 Services Marketing & Sales 2010

2/2

Symbiosis Centre for Information Technology

Service Quality and

Delivery

research, touch points, measurement of quality,

delivery strategy, role of employees in service

delivery

7 P's of services

Employee role in services delivery

Services standard

Service Quality

Service Innovation

4

Pricing strategy for

services

Service pricing, demand, promotion 3

Services Sale:

Domestic and

International mktg

Promoting services, marketing strategy, role of

cultural aspects (cross culture)

3

Lead Generation for

services business

lead generation mechanism 3

Services: Sales

organisation

team member qualification/ attributes, hierarchy 2

Case Studies/

assignments/

evaluation

10

Evaluation Policy Internal marks :60

External marks :40

MBA SSM 2009-11 2/2