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MKT625 : Services Marketing

Course Overview

Course Synopsis

Today’s economy is witnessing a powerful shift to services as never before.The world is witnessing a transition from products being offered by manufacturing industry to optimal customer solutions proposed by services industry.Technology has immensely facilitated this transition. In most of the highly developed nations service sector contributes between two thirds and three fourths of GDP. This course enables the students to explore the emerging trends and issues and imminent opportunities in services marketing field. It will also help in exploring the reality of today’s service centered world to get equiped with academic and managerial critical thinking, concepts and rich information. After dealing with this it investigates models to address the theoretical and practical issues involved. Finally it discusses the strategies, information and knowledge available to substantiate the models. In nutshell, this course will help to sharpen your knowledge and skills of customized marketing from the service industries perspective.

Course Learning Outcomes

At the end of this course, you should be able to learn the following:

  • Define characteristics of services and learn the elements of marketing mix for services.
  • Highlight the significance of the pre- and post-purchase process for services
  • Develop an understanding of consumer expectations and how to cope with those during the pre- and post-purchase phases.
  • Understand the basic determinants of quality and the basic principles that underlie service quality.
  • Understand various operational positions.
  • Leran about Services Triangle
  • Understand the dynamics of channel structures, distribution management, and distribution growth strategies.
  • Learn to develop competitive advantage by a firm and related marketing strategies to sustain that advantage.
  • Understand and appreciate the accuracy and appropriateness of effective communication programs.
  • Become skilled at evaluating service performance through measurement dynamics.

Course Calendar

TopicLectureResourcePage
Introduction1Handouts1-14
Types of Services2Handouts15-17
The Services Triangle3Handouts18-24
Classification of Services4,5,6Handouts26-38
Marketing Mix of Services6,7Handouts34-43
The Provider Gap and the Customer Gap8Handouts44-47
The Three Phases of Purchase Process9,10Handouts48-57
Quiz # 1
The Model of Consumer Expectations11,12,13Handouts58-72
Assignment # 1
Satisfaction and Dimensions of Quality14Handouts74-80
Satisfaction and Dimensions of Quality15Handouts81-86
Quiz # 2
Filling Gap1--- Marketing Research16Handouts87-89
Filling Gap1--- Marketing Research17,18,19Handouts90-106
GDB # 1
Filling Gap1---Relationship Marketing20,21Handouts107-115
Filling Gap1---Segmentation22Handouts116-120
MID-TERM
Filling Gap1--Recovery23Handouts121-126
Gurantees24Handouts128-132
Filling Gap2--Service Design25Handouts133-136
Filling Gap2--Blue Printing26,27Handouts138-145
Filling Gap2---Operational Position28,29Handouts146-153
Filling Gap2--Job Design Process30,31Handouts154-161
Filling Gap2-- Values and Standards32Handouts162-165
Filling Gap2--Physical evidence33,34Handouts167-180
Filling Gap3--People & conflicts35Handouts181-185
Filling Gap3--Strategies for Closing Gap336,37Handouts187-197
Filling Gap 3--Distribution Management38Handouts198-201
Filling Gap3-- Demand Management39Handouts202-210
Filling Gap4--Managing Promises and Expectations40,41Handouts211-219
Filling Gap4-- Customer Education & IMC42Handouts220-222
Pricing43,44Handouts223-233
Performance Measurements45Handouts233-239
 
 
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