SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION

Program: MBA Trimester: V

Course: Services Marketing Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End
Session Group work Evaluation Examination
(TEE)
20 3 60% 40%
Course Rationale:
Understanding Service business and developing knowledge, skills and attitude required to effectively manage
services are relevant for managers across industries. Content and pedagogy of Services Marketing course aim
at developing the same. Case studies, readings and exercises place participants in multiple industry settings
and equip them with concepts and tools to make effective marketing decisions.

Course Objectives:
1. To provide an in-depth appreciation and understanding of the unique challenges inherent in managing and
delivering quality services. Participants will be introduced to and have the opportunity to work with tools
and strategies that address these challenges.
2. To develop an understanding of the ‘state of the art’ service management thinking.
3. To promote a customer service-oriented mindset.

Learning Outcomes:

Discuss the differences in the marketing function between service and product organizations.

1. Explain how "service" can be a source of competitive advantage in manufacturing organizations.

2. Understand the unique challenges in managing demand and operations in a service organization.

3. Summarize the components of the "services marketing mix” and the implications in managing service
quality.

4. Understand the role of Technology in the marketing of Services and the role of Digital Media in Services
Marketing.

Prerequisite(s):
 Marketing Management (Core Course)

Pedagogy:
 Case discussion, Lecture and Simulations/field work

Textbook:
 Services Marketing – People, Technology, Strategy (7e) Christopher Lovelock, Prentice, 2011.

Reference Books:
 Services Marketing – Integrating Customer Focus Across the Firm, 3e, Alan Wilson, Valarie A.
Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, McGraw, 2016.
 Services Management and Marketing, Christian Gronroos, John Wiley, 2016.

Journals:
 Journal of Service Research
 Journal of services Management
Links to websites:

Evaluation Scheme:
 Quizzes/Case Analysis 20 %
 Group Assignment 20 %
 Mid-Term Exam 20 %
 Term- End Exam 40 %
Total 100 %

Session Plan:
Session Topic (including Learning Outcomes Pedagogical Tool1 Textbook
subtopics) Chapters &
Readings
1-2 Introduction to Services Sullivan Auto Book1:
Consumer Behavior in (Textbook case) Chapter 1
Services; Marketing OR
 Identify the
Case: Holbrook,
characteristics that
Uber: Changing the Conceptualizat
make services different
Way the World ion and
from goods and the
Moves measurement
distinctive marketing
#316101-PDF-ENG of customer
challenges that result.
Published 2015 value in
 Understand important Revised 2017 services,
differences between HBS IJMR,
various types of (session 2) Vol 51, 2009;
services. 2. PPT
 Explain why different
types of service
processes require
different approaches to
marketing strategy.
 Define the components
of the services
marketing mix (the
7Ps).

3-4 Introduction to Services  Understand the three- Case: Book1:

Consumer Behavior in stage model of service Starbucks: Chapter 2
Services; Marketing consumption. Delivering Customer
 Design marketing Service
strategies addressing #504016-PDF-ENG
consumer behavior Published 2003
specific to services Revised 2006
HBS
5-6 Identifying drivers of CS  Comprehend how Case: Book1:
& Loyalty; Measuring tiering of service, Singapore Airlines: Chapter 4,
Customer Satisfaction in loyalty bonds and Customer Service Pgs. 80 – 100
services; Net Promoter membership programs Innovation Book 2,
score; customer lifetime relate to customer #9-504-025-PDF- Chapter 9,
value; loyalty and how they ENG Pgs. 258 - 290
can build customer Published 2003
loyalty. Revised 2011
 Define the drivers of HBS

1
 customer defections. (*Assignment as
 Understand Net Evaluation
Promoter Score (NPS) component)
7-8 Service quality;  Determine what is Case: Book 1:
Measuring Service meant by both Euro Disney: The Chapter14
Quality; SERVQUAL & productivity and First 100 days
DMAIC quality in a service #693013-PDF-ENG
context. Published 1992
 Be aware of tools for Revised 1993
measuring, diagnosing HBS
and correcting service
quality problems.
 Realize
various tools used in
analyzing, measuring
and improving service
quality.
 Understand the key
methods of increasing
service productivity.
9-10 Measuring Service  Distinguish between Case: Book 1,
Perceptions; Branding of important and Paytm: Building a Chapter 7
service products and determinant attributes Payments Network pgs 163 to 186
experiences ;Service in consumer choice #517-091-PDF-ENG Book 2,
brand positioning; Decisions. Published 2017 Chapter 16,
Service Marketing Mix  Measure customer Revised 2018 pgs 497 – 525
perceptions of a HBS
service brand OR
*HBS Simulation
open to class,
universal rental car
– pricing simulation
by John T.
Gourville, Harvard
Business School,
Tom Nagle, and
John Hogan
11-12 Service Design and  Design a plan for Case: Book 1,
Service Innovation service improvements Progressive Chapter 6,
or a new service. Insurance, pgs 135 – 155
 Define the # UV2906-PDF- Book 2,
environmental ENG Chapter 17 &
dimensions of service. Published 2001 18,
Revised 2009 pgs 527 - 587
HBS
13-14 Service Process;  Understand the key Case: Book 1:
Service ingredients in service Shouldice Hospital Chapter 8
blueprinting delivery. (Text Book: case)
 Develop and execute a pgs 214 – 236,
service blueprint Chapter 11,
pgs 295 – 317
Book 1:
Chapter 4
pgs 80 – 100
Book 2:
Chapter 9
pgs 258 – 290
15-16 Pricing; Revenue  Determine Pricing Case: Book 1:
Management strategy for services Tweeter etc. Chapter 6,
 Understand #9-597-028-PDF- pgs 135 – 155
Revenue ENG Book 2:
management – Published 1996 Chapter 17 &
what it is and Revised 1997 18,
how it works HBS pgs 527 - 587
 Realize Value
definition of OR
services Accra beach hotel
 Apply Service (case in textbook)
performance
measurement
 Put service pricing into
practice.
 Acquainted with the
concept of a balanced
score card for services
companies.
17 Distribution in a  Realize Place, time and Case : Book 1:
services context form criticality BizRate.com Chapter 5,
 Understand concept of #9-501-024-PDF- pgs 109 – 124
Delivering services in ENG Book 2
cyberspace and Published 2000 Chapter 14,
internationally Revised 2001 pgs 431 – 460
HBS
18 People in Service;  Appreciate that service Case: Book 1:
Customer staff is crucially Singapore Airlines Chapter 13 &
complaints; important to the #687022-PDF-ENG Chapter 14
types of success of a service Published 1986 pgs 379 to 426
Customer based firm. Revised 1989 Book 2:
on complaint  Understand the cycles HBS Chapter 8,
Effective service of failures, mediocrity, pgs 218 to 251
recovery and success in HR for
systems; service firms.
How customers  Define the role of
respond to service culture and
service failures; service leadership
Customer
recovery
expectations;
19 Service Recovery &  Explain why customers Case: Book 1:
Guarantee, Service complain and what Four Customers in Chapter 13
Performance they expect from the Search of Solutions
firm. (text book case)
 Know how to design Or
an effective service Case :
recovery system. Euro-Air (Revised)
 Recognize the power #W15049-PDF-ENG
of service guarantees, Published 2015
when firms should HBS
offer them and whether
it is wise to make them
unconditional.
  Explain the key
objectives of effective
customer feedback
systems in achieving
customer-driven
learning.
20 Wrap-up Apply varied Service Presentations of
Marketing strategies in Assignments
diverse sectors