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SM-MB19
MBA-BM 2019-21: Term-IV

Services Marketing
Credits3
Faculty NameKrishna Das Gupta
ProgramMBA-SM
Class and Term2019 Term IV



Course Description
Tomorrow would be nothing like “business as usual” and everything in the company’s marketing plan, from retail execution to advertising creative and media, strategy and would need to be rethought.
So, when we talk about services, what we’re talking about is where the growth in the world is coming from. In India ever since this trend was set in 90’s, services have gained dominance. Even manufacturing companies are witnessing paradigm shifts having to rethink their approach to service businesses, to promote both growth and operational efficiency. The increasing complexity of products and rapid evolution of technology have made it imperative for organizations to develop new service products tailored to customer needs. For most industries － including auto supplies, aerospace, oil and gas equipment, power and renewable energy, telecom, and medical products. The competition in service organizations is becoming intense and severe giving rise to more professional approach to managing their business. Perhaps service industries are the worst hit in the current global pandemic. The course on Service Marketing tries to extend the central theme of marketing management and understand the fundamental shifts that service sector has witnessed due to the current crises right from service delivery formats, increasing digitalisation in services to name a few. The course intends to re-examine every fundamental concepts and theory in the perspective of COVID 19 and therefore what are the new opportunities and threats service marketing fraternity will now experience.

Student Learning Outcomes

The course has been designed to familiarize participants with the application of services, their implications on design and delivery, and highlight the role of coordinated organizational effort through marketing, human resources and operations in gaining sustainable competitive advantage in different set ups i:e services based, manufacturing and platform based business models. Students will develop their understanding based on COVID 19 perspective. The course will have embedded assignments that will help students better appreciate services as an offering and enable them to discern the differentiators from goods.

Student Learning Outcomes

After going through this course, the students will be able to

· Will understand why and how service marketing concepts need to be integrated with principles of goods marketing in service based, manufacturing based and platform-based firms

· Role of customer experience/ digital experience in value creation in these businesses amidst the pandemic COVID 19.

· Relook critical marketing mix variables from the “coproducer” perspective thereby creating better value for all stakeholders during the pandemic.

· To measure and manage service quality for better customer loyalty and retention.

Required Text Books and Reading Material
1
Services Marketing –Valerie Zeithaml, Mc Graw Hill

Session Plan
Session NumberTopics/ActivitiesReading/case list etc.
1-3The services revolution and transformation of marketing science. Understanding firms based on tangibility spectrum. Service taxonomy in digital era.
Service Dominant Logic: A reality		Chapters 1 & 2 Levitt, T. "Marketing Intangible Products and Product Intangibles", Case
4Service Imperative in Manufacturing: Unlocking growthArticle Service Imperative
5Service and Digitization: Changing customer connect due to the disruptionArticles
6&7Platform as a Service Provider
Customer Experience: Source of Value		Articles
7-8Conceptual Framework: The GAP model Consumer Behavior for Services
Customer Expectations of Service
Customer Perceptions of Service		Chapter 3,4&5
B Joseph Pine &James H Gilmore, “Welcome to the Experience Economy”HBR,July-Aug,1994, Case Analysis – TiVO in 2002: Consumer Behavior
9Service Recovery, Impact of services failure and recovery. Service Recovery Strategies Chapter 8, Case
C. L. Hart, “The Profitable Art of Service Recovery”
10-11Knowledge gap
Service product, development and Design Gap, Service Innovation, & Service Landscape, new service opportunities, existential threats		Chapter 6 & 7, Case

Carlzon, J. "Putting the Customer First: The Key to Service Strategy" The McKinsey Quarterly,

Summer 1997.

12-13Performance Gap, SOP, cocreation
Communication, Crises Management at State level, Gaps		Chapter 9 & 10
Shostack, G. L. "Designing Services that Deliver", Harvard Business Review, January - February
1984, pp. 133 -139
14Approaches to pricing services, Revenue ManagementChapter 17,Case
15Managing Demand & Capacity, Yield Management, forecasting demand, flexi capacityChapter 15. Sasser, “Match Demand and Supply in Service Industries “Case
16Service delivery through Intermediaries and Services Marketing Communication, new opportunities and existential threats. Chapter 14 & 16 B Mittal, “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Services Research 2 (August 1999),pp. 98-116
17-18Strategic Issues in Managing Services. Role of state/profit and not-for-profit sector Chapter 11, 12, Schlesinger, L. A. and Heskett, J. L. "The Service-Driven Service Company", Harvard Business
Review, September -October 1991, pp. 71-81
19-20Presentation and wrap up
Pedagogy:

The course will help students develop an appreciation of select businesses in the service sector like healthcare, financial services, telecom IT and ITES, consulting. Above all the role of state in all service dimensions will remain a central part of discussions,case discussions, presentations, assignments and lectures. Students are required to submit 2-page written analysis of the case prior to the commencement of the discussion.

Evaluation Quiz - 30%

Case Discussion & Write up – 10%

Group Assignment– 10%

Mid Term -20%

End -Term - 30%

Academic Integrity

As per the Institute’s mannual of policies.

Created By: Debasis Mohanty on 04/22/2020 at 08:03 AM
Category: BM 19-21 T-IV Doctype: Document

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