Gmsi407 Module HandbookAroraServices

GMSI407: Marketing of Services
Semester-IV
Module Handbook: 204
!G"#M
Module $eader: San%eev &rora
'mail: san%eev(arora)gdgoenka(ac(in
!*one '+tn: ,220
G"G-I . $ancaster /niversit0
Contents
1ontents((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((2
Grading of &ssessments(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((2
3egulations(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((7
Su44ort for 0our learning(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((5
'+4ectations(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((5
/sing unfair means in assessments((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((0
1ontact *ours((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
1overage(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((
3eferences((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((2
-eekl0 1overage(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((4
-eek 0: /nderstanding Service Markets6 !roducts and 1ustomers((((((((((((((((((((((((((((((((((((((4
-eek 02: 1ustomer 7ocus in Services Marketing ((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((8
-eek 0,: "evelo4ing Service 1once4ts: 1ore and Su44lementar0 'lements((((((((((((((((((((((((8
-eek 04: "istributing Services t*roug* !*0sical and 'lectronic 1*annels((((((((((((((((((((((((((((2
-eek 08: '+4loring #usiness Models: !ricing and 3evenue Management((((((((((((((((((((((((((((2
-eek 02: !ositioning Services in 1om4etitive Markets((((((((((((((((((((((((((((((((((((((((((((((((((((((((((7
-eek 07: "esigning and Managing Service !rocesses((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((7
-eek 09: #alancing "emand and !roductive 1a4acit0((((((((((((((((((((((((((((((((((((((((((((((((((((((((((9
-eek 05: 1rafting t*e Service 'nvironment(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((9
-eek 0: 'm4lo0ee 3oles in Service "eliver0(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((5
-eek : Managing 1ustomer 3elations*i4s and #uilding $o0alt0(((((((((((((((((((((((((((((((((((((((5
-eek 2: &c*ieving Service 3ecover0 and :btaining 1ustomer 7eedback(((((((((((((((((((((((((((20
-eek ,: Im4roving Service ;ualit0 and !roductivit0(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((20
-eek 4: :rgani<ing 1*ange Management and Service $eaders*i4(((((((((((((((((((((((((((((((((((((2
-eek 8 3evision((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((2
2 | GMSI407: =anuar0 204
Introduction
>?*e service industr0 forms a backbone of social and economic develo4ment of a region( It
*as emerged as t*e largest and fastest-gro@ing sector in t*e @orld econom06 making
significant contributions to global out4ut and em4lo0ment( Its gro@t* rate *as been *ig*er
t*an t*at of agriculture and manufacturing sectors( It is a substantial and d0namic 4art of t*e
Indian econom0 bot* in terms of em4lo0ment 4otential and contribution to national income(
It covers a @ide range of activities6 suc* as trading6 trans4ortation and communication6
financial6 real estate and business services6 as @ell as communit06 social and 4ersonal
services( In India6 services sector6 as a @*ole6 contributed as muc* as 29(2 4er cent of t*e
overall average gro@t* in gross domestic 4roduct AG"!B bet@een t*e 0ears 2002-0, and
2002-07(C
Source: http://business.gov.in/Industry_services/services_sector.php
Services are critical to t*e gro@t* of t*e Indian econom0 as @ell as t*e global econom0(
-*at managers need to understand is t*at services 4ose distinctive marketing challenges(
/nlike 4*0sical goods6 services cannot be inventoried6 so demand must be managed(
Intangible elements outline t*e value 4ro4osition . *o@ do 0ou market intangible elementsD
!roducers and consumers engage in co-4roduction of services . managers must factor in all
touc* 4oints in designing t*eir marketing( It is *arder to control t*e o4erational in4uts and
out4uts . *o@ t*en do 0ou maintain consistenc06 reliabilit06 and service Eualit06 @*ile
effectivel0 managing 4roduction costsD Most im4ortantl06 because t*e consumer is more
intimatel0 involved in t*e 4roduction 4rocess6 service marketers must understand t*e clear
em4*asis on customer-orientation(
It is t*ese factors and more t*at create t*e need for managerial 4ers4ectives in Services
Marketing to be informed b0 contem4orar0 academic researc* and breakt*roug* managerial
insig*ts(
Educational Aims
Subject Specific: Knowledge, Understanding and Skills:
?*e module @ill develo4 kno@ledge6 understanding and t*e abilit0 to a44l0 skills relating to:
&dvanced kno@ledge and understanding of 4lanning6 design6 and management functions
| GMSI407: =anuar0 204
related to building and managing 4rofitable service business models
Hig* level of understanding of marketing 4rocesses in t*e services conte+t @it* em4*asis
on design6 4ricing6 distribution6 and 4romotion of t*e service offering
"iscussions on and t*e evaluation of contem4orar0 industr0 4ractices suc* as revenue
management and customer relations*i4 management in t*is field
1ritical a@areness and a44reciation of t*e need for customer lo0alt0 management and
ot*er industr0 4ractices in t*is field
!eneral: Knowledge, Understanding and Skills:
/4on com4letion students @ill demonstrate:
a critical a44reciation of ke0 differences in tangible 4roducts and service
an understanding of social6 economic6 4olitical6 and tec*nological issues in relations*i4 to
services marketing
a *ig* level of understanding of t*e role of services marketing in business and commerce
t*e abilit0 to identif0 latest trends in services marketing and management
consideration of cultural issues on service marketing and consumer be*aviour @it*in
consideration of social and et*ical issues on service marketing
"earning #utcomes
Subject Specific: Knowledge, Understanding and Skills:
:n successful com4letion of t*is module students @ill be able to demonstrate t*e abilit0 to:
'+ercise a44ro4riate %udgment6 based on detailed kno@ledge of t*e services conte+t
and 4ers4ectives6 in 4lanning6 design6 and management functions related to building
and managing 4rofitable service business models
'valuate strategic and tactical a44roac*es to services marketing
/se s4eciali<ed domain-s4ecific skills and tec*niEues suc* as service 4rocess
blue4rinting and S'3V;/&$ surve0s to conduct researc* or advanced 4rofessional
activit0 in t*is field
&44reciate t*e differences bet@een goods and services marketing and understand t*e
different reEuirements of t*e t@o disci4lines
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!eneral: Knowledge, Understanding and Skills:
:n successful com4letion of t*is module students @ill be able to demonstrate t*e abilit0 to:
Identif0 ke0 social and economic issues 4ertaining to services marketing
1ommunicate ideas clearl0 and in t*e most a44ro4riate media6 demonstrating a
ca4acit0 for logical and co*erent t*inking
&do4t an anal0tical and creative a44roac* to 4roblem solving t*roug* inde4endent
%udgement and critical self-a@areness6 @orking as individuals or as 4art of a team
?ransferable Skills Ataug*t A?BF 4racticed A!BF assessed A&BB
Self-Management P
!roblem Solving P A
3esearc* Skills P
1ommunication A@rittenB P A
1ommunication AoralB P
?eam @orking P A
I? Skills P
1ase stud0 anal0sis P A
Inde4endent learning T P A
Model 7ormulation
1ritical ?*inking T P A
"ecision Making P
!lanning P A
1ontinual !rofessional "evelo4ment P
!ersonal reflection P
&ssessment Structure
1ourse@orkG'+am -eig*t &ctivit0 Starts Submission "eadlines
!roup %ndustr&
'roject (eport
)* +eek
1ase Handout
,& -))) .rs,
+eek /
!roup 'resentation 2)* +eek -2 ,& -))) .rs,
+eek -2
End0term E1amination 2)* 3ate to be announced b&
t.e 'rogramme #ffice
45A5
Assessment 3etails
2 | GMSI407: =anuar0 204
-5 6)*7 0 !roup %ndustr& 'roject (eport
Students @ill undertake a Grou4 Industr0 !ro%ect( ?*e 4ro%ect details Ain t*e form of a
conce4t noteB @ill be *anded out at t*e end of +eek and students @ill be reEuired to
submit a group report 622)) words7, anal&8ing t.e industr&9compan& and ans@ering
t*e given 4ro%ect Euestions( ?*e com4leted Grou4 Industr0 !ro%ect &nal0sis re4ort s*ould
be submitted no later t*an week /
25 62)*70!roup 'resentation and : ;A
#ased on t*e Grou4 Industr0 !ro%ect &nal0sis 3e4ort6 students @ill make a -20minute
presentation6 4resenting 4ro%ect facts6 anal0sis and recommendations( ?*is s*all be
follo@ed b0 a 8 minute ;H& session( ?*e 4resentations s*all take 4lace in +eek -2(
5 62)*7 0 End0term E1amination
?*e instructor @ill conduct an e+amination briefing in -eek 8 and inform students
about t*e format6 reEuirements6 and ot*er instructions( ?*e e+amination is of .rs
duration( %t is likel& to comprise a mi1 of case0lets and application0based <uestions
re=ol=ing around classroom discussions5
!rading of Assessments
98 . 00I &n outstanding 4iece of @ork6 @*ic* is 4ublis*able or virtuall0
4ublis*able in its o@n rig*t @*ere a44ro4riate( ?*e @ork s*ould6
4rovide: critical anal0sis of t*e @*ole range of relevant literatureF critical
discussion of t*e nature and sources of evidenceF critical reflection on t*e
c*oice of researc* met*odolog0F sound anal0sisF 4resentation of
conclusions @*ere a44ro4riate( ?*e @ork at t*is level s*ould e+*ibit a
*ig* degree of originalit0 and 4ertinence( 7ull sc*olarl0 a44aratus
Aincluding referencingB s*ould be a44ro4riate and effective6 and t*e 4iece
s*ould be @ell 4resented and @ell @ritten(
70I-94I &n e+cellent 4iece of @ork6 @*ic* contains a *ig* degree of insig*t6
some originalit0 and 4ertinence( ?*e level of critical anal0sis and
reflection as a44lied to t*e literature6 evidence and anal0sis s*ould be
*ig* @*ere a44ro4riate( &44ro4riate and effective sc*olarl0 a44aratus
s*ould be used and t*e 4iece s*ould be @ell 4resented and @ell @ritten(
?*e standard ma0 s*o@ t*at t*e candidate *as clear 4otential for doctoral
@ork(
20I-25I & good or ver0 good 4iece of @ork6 @*ic* is @ell 4lanned6 @ell
structured and 4ertinent( ?*ere s*ould be critical revie@ of relevant
literature6 and critical anal0sis of evidence @*ere a44ro4riate( ?*e @ork
s*ould go be0ond taug*t material b0 s*o@ing evidence of @ide reading
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andGor 4ersonal insig*t( ?*ere s*ould A4articularl0 in dissertationsB be
some attem4t at original contribution6 t*oug* t*is ma0 be more limited
t*an in t*e case of distinction level ans@ers6 or it ma0 contain minor
fla@s( Sc*olarl0 a44aratus s*ould be used effectivel0 and t*e @ork
s*ould be @ell 4resented and @ell @ritten(
80I-85I &n adeEuate and substantiall0 correct but unimaginative res4onse to t*e
Euestion6 dra@ing *eavil0 on taug*t material( ?*ere s*ould be some
evidence of eit*er @ide reading6 critical insig*t6 or originalit06 but t*is
@ill be limited or some@*at fla@ed( Sc*olarl0 a44aratus ma0 be used
im4erfectl0 and t*e Eualit0 of 4resentation ma0 be @anting(
40I-45I & 4artial and incom4lete treatment of t*e to4ic6 @*ic* ma0 furt*ermore
*ave a number of fla@s in t*e argument( & mark in t*is range ma0 also
be a@arded @*ere t*ere is an absence of an0 critical anal0sis( ?*ere
s*ould be at least an attem4t to *andle t*e sc*olarl0 a44aratus( :verall6
t*e @ork @ould not be @ort*0 of a 4ass at masters level(
,0I-,5I ?*e @ork contains some material of relevance to some 4art of t*e
Euestion6 but is seriousl0 fla@ed or t*in in content( ?*ere is insufficient
understanding of t*e basics to allo@ an0 form of critical anal0sis(
0 . 25I $ittle @ork of an0 relevance to t*e EuestionF a JmissedK EuestionF
anal0sis @*ic* is @rong and demonstrates fundamental lack of
understanding( $ittle @ritten(
(egulations
'enalties for late submissions
!rior to t*e submission deadlines t*ere are 4ublis*ed 4rocedures for t*e granting of
e+tensions( -ork submitted after a deadline but @it*in t*e time limit of an a44roved
e+tension s*all not be sub%ect to 4enalt0( -ork submitted late @it*out an a44roved e+tension
s*all normall0 be 4enalised as follo@s:
-ork submitted bet@een -7 da0s late @ill receive a 4enalt0 of 0 4ercentage 4oints(
-ork submitted more t*an 7 da0s late @ill be a@arded a mark of <ero(
'+tensions for medical reasons or e+tenuating circumstances must be agreed @it* t*e Module
$eader in advance of t*e deadline @*ere 4ossible and su44orted b0 medical evidence @*ere
a44ro4riate( !roblems @it* 4rinting and binding @ill not normall0 be acce4ted as valid
reasons for lateness(
(egulations regarding illness during e1ams
?ain E1ams9@ests
If a student is medicall0 unfit at t*e time of a @ritten e+amination 4ro4erl0 aut*orised
medical certificates must be 4resented to !rogramme :ffice in order for alternative
A | GMSI407: =anuar0 204
arrangements to be made( -it*out suc* documentation a fail @ill be recorded and an0 furt*er
e+amination @ill be treated as a re-sit( AIf 0ou are unable to take an0 @ritten e+amGtest
assessment t*en t*e same must be communicated6 eit*er b0 a tele4*one call or an email to t*e
!rogramme :ffice6 before t*e commencement of t*e assessment follo@ed b0 submission of
medical documents @it*in seven da0s of t*e date of t*e e+amGtest(B
& student @*o 4rovides evidence of illness ma0 be 4ermitted to be reassessed as a candidate
of first sitting6 in @*ic* case t*e restriction on marks s*all not a44l0( & student @*o fails an
e+amination Ataken along @it* t*e resit studentsB under t*ese conditions s*all be 4ermitted to
resit in t*e ne+t iteration of its e+amination onl0(
(esit E1ams
-*ere a candidate is absent from a resit e+amination and 4resents no valid documented
evidence for t*e reason for absence6 or t*e evidence does not constitute good cause6 t*e fail
mark from t*e original e+amination s*all stand(
-*ere a candidate is absent from a resit e+amination but 4rovides a @ell-documented and
acce4table case for t*e absence6 *e or s*e s*all be offered a furt*er o44ortunit0 to resit in t*e
ne+t iteration of its e+amination Aie . in t*e follo@ing academic 0earB(
-*ere a candidate is due to sit a substantial number of resit e+aminations At@o or more unitsB
but fails to attend @it*out e+4lanation or good cause6 t*e0 s*all be assumed b0 t*e Student
3egistr0 to *ave @it*dra@n from t*e !rogramme G/niversit0(
?*e 4rinci4les above also a44l0 @*ere t*e reassessment is a course@ork assignment t*at *as
eit*er not been submitted or *as been submitted but not b0 t*e s4ecified dates6 as 4art of t*e
re-assessment6 or first sitting reEuirement(
Attendance and 'rogress ?onitoring
?*e InstituteG/niversit0 o4erates a 4rogress monitoring s0stem and @ill contact an0 student
@*o it considers is falling be*ind in *isG*er @ork( :ur assessment is based on 4erformance in
tutorial @orks*o4s6 t*eor0 classes etc( &ttendance is taken at lectures as @ell as
@orks*o4sGseminars and tutorials( If t*ere is 4ersistent non-attendance students @ill be
contacted(
?o remain in good standing a student needs to attend most of t*e com4ulsor0 elements Aall
lectures6 tutorials and @orks*o4s - 70I is t*e minimumB6 and submit most of t*e course@ork
A90I minimumB( Students @*o do not meet t*ese criteria ma0 find t*emselves referred to t*e
Standing &cademic 1ommittee6 4ossibl0 @it* a recommendation t*at t*e0 s*ould be
e+cluded from t*e /niversit0(
& studentLs attendance record is maintained and recorded on t*e /niversities central database
$/SI A$ancaster /niversit0 Student InformationB( If 0ou are absent for a good reason6 t*e
!rogramme :ffice must be informed(
-*ere 0ou are absent from 0our studies for medical reasons6 documentar0 evidence must be
4rovided @it*in 7 da0s of t*e date of 0our first absence( &n0 evidence 4resented be0ond t*is
B | GMSI407: =anuar0 204
4eriod @ill not be considered as grounds for mitigation at e+amination boards or ot*er
*earings(
FAQ's !hat does this mean "or me#
$hat you must keep your attendance up% there is a trend o" absence vs. per"ormance. &ost o"
the students 'ith poor attendance tend to have a high "ailure rate Students 'ho have good
attendance seem to do a lot better( It seems obvious% but sometimes 'e may need to give you
a poke% it)s part o" our *ob to look a"ter your 'ell being% you have paid to be here and learn
and 'e intend to teach you. I" you are struggling or having any problems please do take
these opportunities to let us kno'.
+ut don't panic i" you miss the occasional lecture 'e 'on't pounce on you *ust the
persistent o""enders(
(esit Assessment (egulations 6!eneral7:
7or all modules 4ass 4ercentage is 80I in t*e !G"#M 4rogramme( If 0ou 4ass a module in a
resit attem4t t*en t*e modules marks are ca44ed at 80( ?*e transcri4t @ould mention t*at t*e
module *as been 4assed in a resit attem4t(
Support for &our learning
?*e main form of su44ort @ill be t*roug* 0our module leaders and seminarG@orks*o4
leaders6 @*o are available on a44ointment( &lso6 t*e online su44ort in t*e form of material
available on t*e G"G-I server regarding 0our module s*ould be used to kee4 oneself
u4dated(
?*e librar0 resources are e+tended t*roug* t*e availabilit0 of electronic databases6 containing
3esearc* =ournals and various ot*er t04es of 4ublications t*at 4rovide 0ou @it* en*anced
readings and facilitate 0our understanding(
E1pectations
?*ere are a number of e+4ectations for 0our stud0 on t*is module @*ic* 0ou s*ould be a@are
of( ?*ese are t*at 0ou @ill:
&d*ere to t*e guidelines vis-M-vis . submission deadlinesF @eekl0 readings and tasksF
4ractice tests sc*edule
3egularl0 log-in to c*eck on t*e G"G-I server for announcements Aand materialB
4ertaining to t*is module
&ttend all t*e face to face sessions and regularl0 connect @it* moduleG@orks*o4
leaders for an0 clarification 4ertaining to t*e module
#e a@are of t*e 4lagiarism norms of t*e G"G-I A$/B and take care to not to infringe
u4on t*e an0 of t*e same
/ | GMSI407: =anuar0 204
Using unfair means in assessments
&ll assessments are intended to determine 0our individual skills6 abilities6 understanding and
kno@ledge( 1*eating is defined as obtaining an unfair academic advantage and an0 of 0ou
found using an0 form of c*eating6 attem4ting to c*eat or assisting someone else to c*eat ma0
be sub%ect to disci4linar0 action in accordance @it* t*e G"G-IKs "isci4linar0 !rocedure(
?*e Institute takes t*is issue ver0 seriousl0 and 0ou ma0 be e+4elled or *ave 0our degree
@it**eld for c*eating in assessments( If 0ou are *aving difficult0 @it* 0our @ork it is
im4ortant to seek *el4 from 0our tutor rat*er t*an be tem4ted to use unfair means to gain
marks( "o not risk losing 0our degree and all t*e @ork 0ou *ave done( G"G-I defines a
number of different forms of c*eating6 alt*oug* an0 form of c*eating is strictl0 forbidden(
?*ese are:
Submitting ot*er 4eo4leLs @ork as 0our o@n - eit*er @it* or @it*out t*eir kno@ledge(
?*is includes co40ing in e+aminationsF using notes or unaut*orised materials in
e+aminations
Im4ersonation - taking an assessment on be*alf of or 4retending to be anot*er student6
or allo@ing anot*er 4erson to take an assessment on 0our be*alf or 4retend to be 0ou
!lagiarism - taking or using anot*er 4ersonLs t*oug*ts6 @ritings or inventions as 0our
o@n( ?o avoid 4lagiarism 0ou must make sure t*at Euotations6 from @*atever source6
are clearl0 identified and attributed at t*e 4oint @*ere t*e0 occur in t*e te+t of 0our
@ork b0 using one of t*e standard conventions for referencing( It is not enoug* %ust to
list sources in a bibliogra4*0 at t*e end of 0our essa0 or dissertation if 0ou do not
ackno@ledge t*e actual Euotations in t*e te+t( Neit*er is it acce4table to c*ange some
of t*e @ords or t*e order of sentences if6 b0 failing to ackno@ledge t*e source
4ro4erl06 0ou give t*e im4ression t*at it is 0our o@n @ork
1ollusion - e+ce4t @*ere @ritten instructions s4ecif0 t*at @ork for assessment ma0 be
4roduced %ointl0 and submitted as t*e @ork of more t*an one student6 0ou must not
collude @it* ot*ers to 4roduce a 4iece of @ork %ointl06 co40 or s*are anot*er studentLs
@ork or lend 0our @ork to anot*er student in t*e reasonable kno@ledge t*at some or
all of it @ill be co4ied
"u4lication - submitting @ork for assessment t*at is t*e same as6 or broadl0 similar
to6 @ork submitted earlier for academic credit6 @it*out ackno@ledgement of t*e
4revious submission
7alsification - t*e invention of data6 its alteration6 itKs co40ing from an0 ot*er source6
or ot*er@ise obtaining it b0 unfair means6 or inventing Euotations andGor references(
-) | GMSI407: =anuar0 204
Contact .ours
48 *ours: , *ours of teac*ing 4er @eek A2 *our lecture6 *our @orks*o4B
Co=erage
Understanding Ser=ice ?arkets, 'roducts, and Customers
-*0 stud0 Services MarketingF
/niEueness of Services Marketing and t*e '+4anded Marketing Mi+
Customer Cocus in Ser=ices ?arketing:
1onsumer #e*aviourF
1ustomer '+4ectations6
!erce4tions6 and Satisfaction in Services
3e=eloping t.e Ser=ice ?odel
"evelo4ing Service 1once4ts: 1ore and Su44lementar0 'lements
"istributing Services t*roug* !*0sical and 'lectronic 1*annels
'+4loring #usiness Models: !ricing and 3evenue Management
!ositioning Services in 1om4etitive Markets
Innovations in Service "esign
?anaging t.e Customer %nterface
"esigning and Managing Service !rocesses
#alancing "emand and 1a4acit0
!*0sical 'nvironmentF
1ustomer 3oles in Service "eliver0F
'm4lo0ee 3oles in Service
3e=eloping Ser=ice Strategies:
1ustomer $o0alt0F
1ustomer 3elations*i4 ManagementF
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Service 3ecover0F
1ustomer 7eedbackF
Service ;ualit0 and !roductivit0F
Ga4s model of Service ;ualit0F
1*ange management
(eferences
Core @e1t ,ooks: recommended "or purchase
Baron, Harris, and Hilton. (2009) Services Marketing: Text and Cases,
Palgrave Macmillan
Bhattacharjee. (2006). Services Marketing: Concepts, Planning, and
Implementation, !cel Boo"s
#oveloc", $irt%, and &hatterjee. (200'). Services Marketing People,
Technology, Strategy Prentice Hall
(eferences
( Oeit*aml6 V(&( and #itner6 M(=( A552B Services Marketing6 McGra@ Hill
2( 3am4al6 M(P( and (Gu4ta6 S($( Services Marketing: 1once4ts &44lications and 1ases6
Galgotia !ub( 1o(6 2002
,( =*a6 S(M( Services Marketing6 4t* ed(6 Himala0a !ub(6 2002(
4( S*anker6 3avi A557B Services Marketing: ?*e Indian '+4erience6 Soot* &sia !ub(
8( Purt<6 "($(and 1lo@6 P('( A2002B Services Marketing6 =o*n -ile0 H Sons6 2002(
2( Verma6 H(1( A55,B Marketing of Services: Strategies for Success6 Ne@ "el*i: Global
#usiness !ress(
Case Studies and (eadings
?*e core te+t books *ave a @ide collection of 1ase Studies and 3eadings in Services
Marketing( &s and @*en ot*er case studies or readings are used6 students @ill be informed
before*and to give t*em am4le reading time( 3eading and 1ases @ill be assigned for s4ecific
@orks*o4s(
1ases Acore te+tB:
( 7our 1ustomers in Searc* of Solutions
2( Starbucks: "eliver0 1ustomer Service
,( Giordano: !ositioning for International '+4ansion
4( =ollibee 7oods 1or4oration
8( &4ollo Hos4itals
2( "ell :nline
-2 | GMSI407: =anuar0 204
7( Makem0tri4(com
9( ?*e &ccra #eac* Hotel
5( ?*e &ccellion Service Guarantee
0( S*ouldice Hos4ital $imited
( $I1 of India
2( Hilton Honors -orld@ide: $o0alt0 -ars
- | GMSI407: =anuar0 204
+eekl& Co=erage
S.No. Week Coverage
1. Week 1 Understanding Service Markets, Products and Customers
2. Week 2 Customer Focus in Services Marketing
3. Week 3 Developing Service Concepts Core and Supplementar! "lements
#. Week # Distri$ution o% Services
&. Week & "'ploring (usiness Models Pricing and )evenue Management
*. Week * Positioning Services in Competitive Markets
+. Week + Designing and Managing Service Processes
,. Week , (alancing Demand and Productive Capacit!
-. Week - Cra%ting t.e Service "nvironment
1/. Week 1/ "mplo!ee )oles in Service Deliver!
11. Week 11 Customer 0o!alt!, Customer )elations.ip Management
12. Week 12 1c.ieving Service )ecover! and 2$taining Customer Feed$ack
13. Week 13 3mproving Service 4ualit! and Productivit!, 5aps Model
1#. Week 1# 2rgani6ing C.ange Management and Service 0eaders.ip
1&. Week 1& )evision
+eek )-: Understanding Ser=ice ?arkets, 'roducts and Customers
"ecture #utline
Ho@ im4ortant is t*e service sector in our econom06 and @*at are its 4rinci4al industriesD
-*at e+actl0 is a service6 and *o@ s*ould it be conce4tuali<ed and definedD
-*at distinctive marketing c*allenges do services 4resent relative to goodsD
-*0 do services need an e+4anded marketing mi+6 com4rising 9!s rat*er t*an 4!sD
(eadings for +eek -
-$ | GMSI407: =anuar0 204
1*(, $ovelock 1(6 -irt< =(6 1*atter%ee =( Services Marketing . !eo4le6 ?ec*nolog06 Strateg0
2e !earson 'ducation
+eek )2: Customer Cocus in Ser=ices ?arketing
"ecture outline
-*at are t*e 4 broad categories of servicesD &nd @*0 does eac* 4ose suc* distinctive
service management c*allengesD
-*at is t*e ,-stage model of service consum4tionD &nd @*ic* 4ers4ectives *el4 us to
understand and better manage consumer be*avior at eac* stageD
-*at 4erceived risks do customers face in selecting6 4urc*asing6 and using servicesD &nd
*o@ can firms reduce customer risk 4erce4tionsD
Ho@ do customers form e+4ectations of serviceD
(eadings for +eek 2
1*(26 $ovelock 1(6 -irt< =(6 1*atter%ee =( Services Marketing . !eo4le6 ?ec*nolog06 Strateg0
+eek ): 3e=eloping Ser=ice Concepts: Core and Supplementar& Elements
"ecture outline
-*at do @e mean b0 a service 4roductD
-*at insig*ts can @e obtain from flo@-c*arting service usageD
Ho@ can @e categori<e t*e su44lementar0 services t*at surround core 4roducts6 and *o@
t*e0 add value for customersD
-*0 s*ould service firms create se4arate brand names for t*eir different 4roductsD
-*at are t*e main a44roac*es in designing ne@ servicesD
-2 | GMSI407: =anuar0 204
(eadings for +eek
1*(,6 $ovelock 1(6 -irt< =(6 1*atter%ee =( Services Marketing . !eo4le6 ?ec*nolog06 Strateg0
+eek )$: 3istributing Ser=ices t.roug. '.&sical and Electronic C.annels
"ecture outline
Ho@ can services be distributedD -*at are t*e main modes of distributionD
-*at are t*e distinctive c*allenges of distributing 4eo4le 4rocessing services6 4ossession
4rocessing services6 and information-based servicesD
-*at are t*e im4lications for a firm of delivering t*roug* bot* 4*0sical and electronic
c*annelsD
-*at roles s*ould intermediaries 4la0 in distributing servicesD
-*at are t*e drivers of globali<ation of services and t*eir distributionD
(eadings for +eek $
+eek )2: E1ploring ,usiness ?odels: 'ricing and (e=enue ?anagement
"ecture #utline
-*at are t*e t*ree main foundations to 4ricing a serviceD
-*0 is cost-based 4ricing so c*allenging for man0 service firms6 and *o@ can activit0-
based costing im4rove costing of servicesD
Ho@ do customers 4erceive t*e non-monetar0 costs of obtaining service6 and @*at mig*t
service 4roviders do to reduce t*emD
Ho@ does revenue management im4rove 4rofitabilit0D
-> | GMSI407: =anuar0 204
-*at are t*e ke0 Euestions marketers need to ask before designing an effective 4ricing
sc*eduleD
(eadings for +eek 2
1*(8: $ovelock 1(6 -irt< =(6 1*atter%ee =( Services Marketing . !eo4le6 ?ec*nolog06 Strateg0
+eek )>: 'ositioning Ser=ices in Competiti=e ?arkets
"ecture #utline
-*0 is to so im4ortant for service firms to ado4t focused strategies in t*eir c*oice of
markets and 4roductsD
-*at is t*e distinction bet@een im4ortant and determinant attributes in consumer
decision makingD
-*at are t*e ke0 conce4ts underl0ing com4etitive 4ositioning strateg0 for servicesD
-*en is it a44ro4riate to re4osition an e+isting service offeringD
(eadings for week >
+eek )A: 3esigning and ?anaging Ser=ice 'rocesses
"ecture #utline
Ho@ can service blue4rinting be used to design a service and create a satisf0ing
e+4erience for customersD
-*at can be done to reduce t*e likeli*ood of failures during service deliver0D
Ho@ can service redesign im4rove bot* Eualit0 and 4roductivit0D
-A | GMSI407: =anuar0 204
/nder @*at circumstances s*ould customers be vie@ed as co-4roducers of service6 and
@*at are t*e im4licationsD
-*at factors lead customers to embrace or re%ect ne@ self-service tec*nologiesD
-*at s*ould managers do to control uncoo4erative or abusive customersD
(eadings for weekA
+eek )B: ,alancing 3emand and 'roducti=e Capacit&
"ecture #utline
-*at is meant b0 >ca4acit0C in a service conte+t6 and *o@ is it measuredD
1an variations in demand be 4redicted and t*eir causes identifiedD
Ho@ can ca4acit0 management tec*niEues be em4lo0ed to matc* variations in demandD
-*at marketing strategies are available to smoot* out fluctuations in demandD
-*at is involved in designing an effective reservation s0stemD
(eadings for week B
+eek )/: Crafting t.e Ser=ice En=ironment
"ecture #utline
-*at is t*e 4ur4ose of t*e service environmentD
-*at are t*e various effects t*at t*e service environment can *ave on 4eo4leD
-*at are t*e t*eories be*ind 4eo4leKs res4onsesD
-*at are t*e dimensions of t*e service environmentD
-B | GMSI407: =anuar0 204
Ho@ can @e design a servicesca4e to ac*ieve t*e desired effectsD
(eadings for week /
1*(06 $ovelock 1(6 -irt< =(6 1*atter%ee =( Services Marketing . !eo4le6 ?ec*nolog06
Strateg0 2e !earson 'ducation
+eek -): Emplo&ee (oles in Ser=ice 3eli=er&
"ecture #utline
-*0 is t*e front line so cruciall0 im4ortant to t*e success of a service firmD
-*0 is t*e @ork of service em4lo0ees so demanding6 c*allenging6 and often difficultD
Ho@ do @e get it rig*tD Ho@ are @e to attract6 select6 train6 motivate6 and retain
outstanding front-line em4lo0eesD
-*at is t*e role of teams in service deliver06 and *o@ s*ould t*e0 be created and
managedD
-*at 4art do service culture and service leaders*i4 4la0 in sustaining service e+cellenceD
(eadings for +eek -)
+eek --: ?anaging Customer (elations.ips and ,uilding "o&alt&
"ecture #utline
-*0 is customer lo0alt0 an im4ortant driver of 4rofitabilit0 for service firmsD
Ho@ can a firm calculate t*e lifetime value of its customersD
-*at strategies are associated @it* t*e conce4t of relations*i4 marketing and t*e @*eel
of lo0alt0D
-/ | GMSI407: =anuar0 204
Ho@ can tiering of service6 lo0alt0 bonds6 and members*i4 4rograms *el4 in building
customer lo0alt0D
-*at is t*e role of 13M s0stems in delivering customi<ed services and building lo0alt0D
(eadings for +eek --
+eek -2: Ac.ie=ing Ser=ice (eco=er& and #btaining Customer Ceedback
"ecture #utline
-*0 do customers com4lain6 and @*at do t*e0 e+4ect from t*e firmD
Ho@ s*ould an effective service recover0 strateg0 be designedD
/nder @*at circumstances s*ould firms offer service guarantees6 and is it @ise to make
t*em unconditionalD
Ho@ s*ould firms and t*eir front-line staff res4ond to abusive andGor o44ortunistic
customersD
Ho@ can organi<ations institutionali<e s0stematic and continuous learning from customer
feedbackD
(eadings for +eek -2
1*(,6 $ovelock 1(6 -irt< =(6 1*atter%ee =( Services Marketing . !eo4le6 ?ec*nolog06
+eek -: %mpro=ing Ser=ice :ualit& and 'roducti=it&
"ecture #utline
-*at is meant b0 Eualit0 and 4roductivit0 in t*e service conte+t6 and @*0 s*ould t*e t@o
be linked @*en formulating marketing strateg0D
Ho@ can t*e Ga4s model b0 used to diagnose and address service Eualit0 4roblemsD
-*at are t*e ke0 tools for measuring and im4roving service 4roductivit0D
2) | GMSI407: =anuar0 204
Ho@ do conce4ts suc* as ?;M6 IS: 50006 t*e Malcolm #aldridge a44roac*6 and Si+
Sigma relate to managing and im4roving 4roductivit0 and service Eualit0D
(eadings for +eek -
+eek -$: #rgani8ing C.ange ?anagement and Ser=ice "eaders.ip
"ecture #utline
-*at are t*e im4lications of t*e service 4rofit c*ain for service managementD
-*at actions are reEuired to move a service firm from a reactive 4osition6 merel0 being
available for service6 to@ard t*e status of @orld-class service deliver0D Ho@ s*ould
management set 4rioritiesD
-*0 do t*e marketing6 o4erations6 and *uman resource management functions need to be
closel0 coordinated and integrated in service businessesD &nd @*at are t*e barriers to
ac*ieving t*isD
-*at is t*e distinction bet@een evolutionar0 c*ange and turn-around @*en seeking to
transform a service businessD 7or eac* case6 @*at role s*ould t*e 1': 4la0D
-*at roles do leaders 4la0 in fostering success at all levels @it*in t*eir organi<ationD
(eadings for +eek -$
Week 15 Revision
2- | GMSI407: =anuar0 204

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