You are on page 1of 4

Annexure ‘CD – 01’


Course Title: Marketing of Services L T P/S SW/F TOTAL

Course Code: MKTG 722 3 - - - 3

Credit Units: 3

Course Objectives:
The course has been designed to equip students to become more effective managers of any
service organization by familiarizing them with the basic characteristics of services, their
implications on design and delivery, and the ways to achieve sustainable competitive advantage
by managing critical parameters. To develop customer value and the strategic steps involved in
doing so.


The student should have had studied Marketing Management

Student Learning Outcomes:

 The student who completes the programme successfully will be able to outline and list
the challenges inherent in marketing and managing services and delivering service
 The student will be able to comprehend strategies, tools, and approaches for addressing
the challenges in the service industry
 The student will be able to deliberate the inter-functional coordination necessary to
deliver quality service.

Course Contents/Syllabus:
Weightage (%)
Module I Understanding Services and Consumer Behavior in Services 20%
 Service Sector and its Structure
 Nature of Services: Tangibility Spectrum, Service Offering,
Service Flower
 Drivers of service sector growth
 Goods vs. Services
 Service marketing challenges and implications for marketers for
each service characteristic.
 Categorizing Service Processes
 Consumer behavior in services
 Search, Experience and Credence attributes
 Moments of Truth.
 Service Encounters and the types
 The Expanded Services Mix.

Module II Focus on Customers 25%

 Customers’ expectations of service.
 Desired and Adequate service
 Zone of Tolerance.
 Managing customer expectations and perceptions in services.
 Service Quality Dimensions.
 Customer Satisfaction vs. Service Quality.
 The impact of service failure and recovery.
 Types of Customer Complaint Actions and Complainers.
 Service Guarantees
 Service Recovery Strategies.
 Role of Branding in Services

Module III Aligning Strategy, Design and Delivery 20%

 Service Blueprinting
 Role of Technology in Services
 Self service technologies
 Operational service product designing and adding value
 Evidence of Service and Servicescape
 The Service Triangle.
 Gaps Model
 Strategies for closing the gaps.

Module IV : Delivering
Services through Intermediaries, Managing 20%
Demand and Capacity. Pricing Services
 Role of Distribution in Services.
 Key Intermediaries for Service Delivery.
 Channel Conflicts and other key problems.
 Importance of demand and capacity
 Strategies for matching Capacity and Demand
 Approaches to Pricing in Services

Module V Service Sector Study 15%

Exposure to various growing Service Sectors
 Banking
 Insurance
 Hospitality
 Education
 Telecom
 Health Care
 Aviations
 Business Process Outsourcing

Pedagogy for Course Delivery:

This class will be taught using a mix of theory and the case method. In addition to assigning the
case studies, the course instructor will spend considerable time helping the students understand
the concept of Services. Class participation and class discussion will part of the learning process.

Assessment/ Examination Scheme:

Theory L/T (%) Lab/Practical/Studio (%) End Term Examination

30% NA 70%
Theory Assessment (L&T):
Continuous Assessment/Internal Assessment End Term

(Drop down) Mid-Term Project Assignments Attendance

Weightage (%)
10% 10% 5% 5% 70%

Text & References:

 Valarie A Zeithaml Mary Jo Bitner, Dwayne Gremler, Ajay Pandit. (2007), Services
Marketing: Integrating Customer Focus Across the Firm, Tata McGraw Hill
 Christopher Lovelock. (2010), Services Marketing: People, Technology, Strategy, Pearson
Education India.
 Rajendra Nargundkar, (2006),Services Marketing: Text and Cases, Tata McGraw-Hill
 Harsh V. Verma. (2010), Services Marketing:Text and Cases, Pearson Education.

Any other Study Material:

 Journal of Services Marketing – ISSN 0887 6045
 Journal of Professional Services Marketing – ISSN 0748 4623
 Services Marketing Quarterly – ISSN 1533 2969
 International Journal of Applied Services Marketing Perspectives – ISSN 2279 0977