Dept.

Of Management Studies

III Semester

3.5 SERVICES MANAGEMENT Syllabus

CHAPTER 1 : 4Hrs Introduction: Understanding Services Phenomenon; Growth, of Service Sector; Role of services in Economy; The concept of Services; Characteristics of services; Classification of services CHAPTER 2 : 6Hrs Marketing Mix in Service Industry: Product in services, price, promotion, Place, process, people, physical evidence- (concepts only) CHAPTER 3 : 6Hrs Knowledge of the customer: Customer Involvement in Service Processes; Customer behavior in Service Settings; Targeting Customers, Managing Relationships and building Loyalty. CHAPTER 4 : 8Hrs Planning & Managing Service Delivery - Creating delivery systems in place, Cyberspace and time; Enhancing Value by Improving Quality and Productivity; Balancing Demand & Capacity. CHAPTER 5 :10Hrs Tourism Management: Introduction; Concept & Nature of Tourism; Significance & Impact of Tourism; Market Segmentation in Tourism; Tourism marketing Mix; Management of Travel Services: Role of Travel Agencies & Travel Organization Tour Operations - Meaning and services. CHAPTER 6 : 10Hrs Management of Hotel Industry: Hotels; Facilities; The guest Cycle; classification of hotels; Marketing Mix of Hospitality Industry CHAPTER 7 : 6Hrs Health care services: Hospital service Management - Introduction to Hospitals; Development of Hospitals; Facilities; Personnel; Administration; Hospital service extensions - Pharma; Mid wife; Marketing the medical transcription services.

SKILL DEVELOPMENT:
Visit any hotel and give an account of facilities provided by the management to tourists. Interact with a tourist operator and try to understand elements of tourism management. Select any service and analyze the Marketing mix involved. Proforma of medical transcriptions. List out organizations providing health care services in your area. List out different Health care services. Page 1

DBIBMS

Dept. Of Management Studies

III Semester

Visit a big Hospital and identify the managerial functions and draw a chart. Develop a Tourism package for 3/7/15 days.

BOOKS FOR REFERENCE:

1. Shanker, Ravi - Services Marketing - the Indian Perspective; Excel Books, New Delhi; First Edition; 2002 2. Lovelock, Christopher; Services Marketing - People, Technology, Strategy; Pearson Education Asia, Delhi; First Indian Reprint, 200l. 3. Dr. Shajahan. S; Service Marketing (Concept, Practices & Cases); Himalaya Publishing House; Mumbai; First Edition 2001. 4. Vasanthi Venugopal & Raghu V.N; Services Marketing; Himalava Publishing house; Mumbai; First Edition 2001. 5. Cengiz Haksever et. al, Service Management and Operations, Pearson Education

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Dept. Of Management Studies

III Semester

LESSON PLAN
Subject Title; Service Management Total No. of Hours: 36 Total Marks:100 Class No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 DBIBMS IV III II Chapter No Sub Topics to be covered Introduction I Services Phenomenon growth of service sector Reasons for the growth of service sector Role of services in Economy The concept of Services Characteristics of services Classification of services Revision, important questions Marketing Mix in Service Industry, Product in services Price, Place in services Promotion in Services people, Process in services physical evidence in services Revision, important questions Customer Involvement in Service Processes Customer behavior in Service Settings, Targeting Customers Role of Employees in service delivery Managing Relationships and building Loyalty Revision, important questions Creating delivery systems in place, Creating delivery in Cyberspace and time Enhancing Value by Improving Quality and Productivity Balancing Demand & Capacity Revision, important questions Page 3 Subject Code: 3.5 Hours/ Week: 4 IA Marks: Grades

Dept. Of Management Studies 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 VII VI V Introduction; Concept of Tourism Nature of Tourism Significance & Impact of Tourism Market Segmentation in Tourism Tourism marketing Mix Management of Travel Services Role of Travel Agencies & Travel Organization Tour Operations - Meaning and services Revision, important questions Management of Hotel Industry, Hotels Facilities The guest Cycle classification of hotels Marketing Mix of Hospitality Industry Revision, Important questions

III Semester

Hospital service Management-Introduction to Hospitals

Development of Hospitals 44 45 Facilities 46 Personnel; Administration 47 Hospital service extensions Pharma, Mid wife Syllabus for 1st Internal Test - Chapter I, II, III and IV 2nd Internal Test - Chapter V, VI and VII

Reference Books:
1. 2. 3. 4. Shanker, Ravi, 2002, Services Marketing - the Indian Perspective; Excel Books, New Delhi; First Edition. Dr. Shajahan. S; 2001, Service Marketing (Concept, Practices & Cases); Himalaya Publishing House; Mumbai; First Edition. Lovelock, Christopher; 2001, Services Marketing - People, Technology, Strategy; Pearson Education Asia, Delhi; First Indian Reprint. H R Appannaiah and P N Reddy; 2010, Services Management; Himalaya Publishing house

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Page 4

Dept. Of Management Studies

III Semester

Question Bank
Chapter 1: Introduction
Section A (2 marks questions): 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Define Services.(BBM, Dec2006, 2008) Mention any two characteristics of services. (BBM, Dec2006) What is Pure Service? What is Inseparability? What is Heterogeneity? What do you mean by Perishability? What do you mean by service Management? (BBM, Dec2007) What is Intangibility? Mention different types of services. Mention any four Service Sectors. (BBM, Nov2011) Mention any two Service Intermediaries. (BBM, Nov2011) 12. What do you understand by marketing mix?( BBM, Dec2009) 13. State different Ps of services marketing mix. Or State the components of marketing mix in service industry. 14. What is meant by physical evidence in a service firm? (BBM, Dec2006) Give a brief note on Service Management. Briefly explain the growth of Service sector.( BBM, Dec2009) Explain the factors that contributed for the growth of service sector. ( BBM, Dec2007,2008) What are the reasons for the growth of service sector. (BBM, Nov2011) Analyze the role of services in an Economy. (BBM, Dec2007,2009) Explain the various features of services.( BBM, Dec2007) Differentiate between the physical goods and services.( BBM, Dec2006, 2007, 2008,2011) Explain Different methods of classification of service.( BBM, Dec2008,2009,2011) Briefly discuss the characteristics of services.( BBM, Dec2006, 2007)

Section B (5 marks questions): 1. 2. 3. 4. 5. 6. 7.

Section C (15 marks questions): 1. 2.

Chapter 2: Marketing mix in service Industry

Section A (2 marks questions): 1. 2. 3. 4. 5. What do you understand by marketing mix?( BBM, Dec2009) State different Ps of services marketing mix. Or State the components of marketing mix in service industry. State few service sectors. What is meant by physical evidence in a service firm? (BBM, Dec2006) Define Service Marketing Mix.( BBM, Dec2009) (BBM, Nov2011)

Section B (5 marks questions): DBIBMS Page 5

Dept. Of Management Studies 1. 2. 3. 4. 5. 1.

III Semester

Briefly explain the traditional marketing mix. write a brief note on advertising for services.( BBM, Dec2006) Give a note on new Ps added to the traditional once of the marketing mix. Briefly explain the Promotional mix. Bring out importance of marketing mix in service marketing. Explain in detail the Ps of Services Marketing.( BBM, Dec2009)

Section C (15 marks questions):

Chapter 3: Knowledge of the Customer

Section A (2 marks questions): 1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3. 4. 5. 6. 7. 1. What are direct customers? What are indirect customers? What is need recognition? What is customer loyalty? (BBM, Dec2009) Define Targeting customer. What is an Iron customer? What do you mean by Customer relationship management System?( BBM, Dec2007) What is Relationship Marketing? (BBM, Nov2011) Give a note on customer involvement in service processes. Explain consumer behavior in service settings.( BBM, Dec2006) Describe the factors influencing buyers characteristics.( BBM, Dec2009) Write a note on Targeting Customers. (BBM, Nov2011) Customer Loyalty is important to a firms profitability, how? Explain the different types of customers. Explain the process of Building customer loyalty. (BBM, Dec2007, Nov2011) Explain PZB Model. Or Explain SERQUAL model by Parasuraman, Zeithaml and Berry. ( BBM, Dec2006 2008, 2011)

Section B (5 marks questions):

Section C (15 marks questions):

Chapter 4: Planning and managing service delivery

Section A (2 marks questions): 1. 2. 3. 4. 5. 6. 7. What do you mean by service delivery? What do you mean by service productivity? (BBM, Dec2009) What do you mean by service delivery through Internet? What do you mean by service gap? (BBM, Dec2006) What is balancing demand and capacity? What is a delivery service in Cyberspace? (BBM, Dec2007) What is a service quality dimensions?( BBM, Dec2008) Page 6

Section B (5 marks questions): DBIBMS

Dept. Of Management Studies 1. 2. 3. 4. 5. 1. 2. 3. 4. 5.

III Semester

Give a brief note on: a) Customer expectation, b) Perception, c) Satisfaction.( BBM, Dec2007) Analyze the evidence of service. Briefly explain the employees role in service delivery. (BBM, Nov2011) Give a note on service delivery through technology and Intermediaries. Analyze balancing demand and capacity.( BBM, Dec2007) Explain creating delivery in different place, cyber space and time. Explain the basic strategies for matching supply and demand. (BBM, Nov2011) Explain in detail, Marketing and Productivity. Explain Service quality Dimensions.( BBM, Dec2009, Nov2011) Explain the need for the Productivity and service quality.

Section C (15 marks questions):

Chapter 5: Tourism Management

Section A (2 marks questions): 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. Define Tourism. (BBM, Dec2007,2008) What do you mean by Tourism Management? What is Tourism marketing mix? Name any four services offered by a travel agent. (BBM, Dec2006) Who are travel agents? Who are ground operators? (BBM, Nov2011) What do you mean by escorted tour? (BBM, Dec2007) Name any four important tourist destinations in India. (BBM, Dec2006, 2007) Who is a tour operator? (BBM, Dec2009) What do you mean by travel agent? What do you mean by special interest tour? (BBM, Nov2011) Mention any two travel organizations. (BBM, Nov2011) What do you mean by Continental Plan? (BBM, Nov2011) What are the characteristics of tourism? What are the functions of travel agents? (BBM, Dec2007, 2008) Explain the services offered by Travel agencies.( BBM, Dec2006) Write a note on segmentation in tourism. What impact can tourism create on society? (BBM, Dec2008) Explain the different types of tourism products. Briefly explain the role of travel agent in the tourism organization. Explain how tourism can bring economic development of a country. What are individual tours and group tours? Explain the steps involved in organizing individual trips. (BBM, Dec2006) How you promote tourism in India. Describe the marketing mix components for Tourism industry.( BBM, Dec2007, 2009, 2011) Page 7

Section B (5 marks questions):

Section C (15 marks questions):

DBIBMS

Dept. Of Management Studies

III Semester

Chapter 6: Management of Hotel Industry

Section A (2 marks questions): 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. Define the term Hotel. What do you mean by Motels?( BBM, Dec2008,2011) What are Heritage Hotels?( BBM, Dec2009) Name any 4 five star hotels in India. (BBM, Dec2008) Who is a Business traveler? List any two tangible elements of Hotel services. (BBM, Dec2006) Define Hotel Classifications. Give the meaning of the term Hospitality Industry. What is a Restaurant? What is franchising? Explain any four Classifications of hotels. Briefly explain the Hotel Management System. (BBM, Dec2006) Explain the factors contributed for the growth of Hotel Industry. Explain the qualities of front office staff in hotel. Analyze the characteristics of Indian hotel Industry. State the facilities offered by Hotels.( BBM, Dec2007,2008, 2011) Write a note on Hotel industry in India. Discuss the various types of hotel accommodation and facilities. Describe the marketing mix components for hospitality industry.( BBM, Dec2008) Discuss different phases of guest cycle. (BBM, Nov2011) Or Explain the concept of Guest cycle w.r.t to Hotel industry. (BBM, Dec2006, 2009)

Section B (5 marks questions):

Section C (15 marks questions):

Chapter 7: Health Care Services

Section A (2 marks questions): 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 1. What is a Hospital? (BBM, Dec2007,2008) What do you mean by Hospital Service? State the different types of Hospital. What is day care service? (BBM, Dec2008) What do you mean by Midwife? What is Hospital administration? (BBM, Dec2006) State any two functions of midwife. What is a medical transcription service? (BBM, Dec2008) Name any two incurable diseases. List out any four health care services. (BBM, Dec2007,2008) Analyze the statues of Indian Health. Page 8

Section B (5 marks questions):

DBIBMS

Dept. Of Management Studies 2. 3. 4. 1. 2. 3. 4. 5.

III Semester

State the facilities offered by Hospitals. State the functions of midwives.( BBM, Dec2007) State Indias advantage in Medical Transcription.( BBM, Dec2008, 2011) Write a note on Health care sector. What is Hospital? Explain its types.( BBM, Dec2006) What is hospital administration? Explain the evolution and trends in Indian Hospital administration.( BBM, Dec2008) Explain hospital administrator. Describe the marketing mix components for hospital industry.( BBM, Dec2006)

Section C (15 marks questions):

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Page 9