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Gujarat Technological University Mba Programme - Semester Iv Batch 12-14

This document outlines the course objectives, contents, teaching methods, and evaluation criteria for a Services and Relationship Marketing course at Gujarat Technological University. The course aims to develop insights into emerging trends in services marketing in India and address issues in managing services. Over 36 sessions, students will learn about key topics such as the service marketing mix, quality, relationships, and more through lectures, cases, projects and exams.

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58 views

Gujarat Technological University Mba Programme - Semester Iv Batch 12-14

This document outlines the course objectives, contents, teaching methods, and evaluation criteria for a Services and Relationship Marketing course at Gujarat Technological University. The course aims to develop insights into emerging trends in services marketing in India and address issues in managing services. Over 36 sessions, students will learn about key topics such as the service marketing mix, quality, relationships, and more through lectures, cases, projects and exams.

Uploaded by

sarfaraj123
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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GUJARAT TECHNOLOGICAL UNIVERSITY MBA PROGRAMME - SEMESTER IV Batch 12-14

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Course: Services and Relationship Marketing (SRM)


________________________________________________________ MBA -II SEMESTER -IV Instructor : Dr. Kavita Kshatriya
1. Course Objectives:
Services are becoming a dominant economic driver in the Indian economy. With increasing competition and discerning buyers, it has become inevitable for the marketers to go for relationship management to attract, retain and grow customers. The course is designed to develop insights into emerging trends in the service sector in a developing economy and tackle issues involved in the management of services on a national basis. The course intends to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of services. It deals with the problems commonly encountered in marketing services --such as intangibility (inability to inventory), difficulty in synchronizing demand and supply, difficulty in controlling quality and retaining customers. Strategies used by successful services marketers to overcome these difficulties are addressed to by the course contents.

2. Course Duration:
The course duration is of 36 sessions of 75 minutes each.

3. Course Contents: 4. Teaching Methods:


Module No. I Module / Sub-Modules Basics of Services Marketing: What are Services? ; Why Study Services? ; Role of services in the economy; Services and Technology technology in service encounter, emergence of self service, automation in services, Internet services; Distinctions between Services and Goods; Services Marketing Mix; Customer Behaviour in Service Encounter: Four Categories of Services People-Processing, Mental-Stimulus Processing, Possession-Processing, and Information-Processing;; Customer Decision Making Pre-purchase Stage, Service-Encounter Stage and Post-Encounter Stage; ; Customer Expectations and Perceptions of Services Zone of Tolerance; Sessions 7 Marks Weightage 20%

II

Services Marketing Mix: Product Core and Supplementary Elements, Branding Service Products ; Price Role of Non-monetary Costs, Pricing Strategy Pricing and Revenue Management, Yield Management, Place Service Distribution, Role of Customers in Service Delivery, Delivery through Intermediaries, Franchising, Electronic Channels, Self-Service Technologies; Promotion Role of Marketing Communication, Marketing Communication Mix, Integrated Services Marketing Communication

20%

III

Expanded Marketing Mix: People Employees Role in Service Delivery, Service Leadership and Culture, Process Service Blueprinting, Service Process Redesign Physical Evidence -Servicescape, Service Environments, Managing Capacity and Demand: Understanding Capacity, Demand Patterns, Strategies for Matching Capacity and Demands

20%

IV

Service Quality and Relationship Management: Services Quality: Gaps Model; Measuring and Improving Service Quality; Relationship Management: Defining Customer Relationships; The Basics; External Relationships; Supplier Relations; Internal Relationships Relationship Marketing: Customer Retention; Customer Loyalty; Strategies for reducing Customer Defections; and Customer Relationship Management (CRM)

20%

Practical Module : Application of Module 1 to Module IV Service BluePrints. Gap analysis in various services including Public Transport and public services with respect to India. Any other application.

20%

The following pedagogical tools will be used to teach this course: (1) Lectures (2) Case Discussions and Role Playing (3) Audio-visual Material (Using CDs/ Clippings) (4) Assignments and Presentations
5. Evaluation:
The students will be evaluated on a continuous basis and broadly follow the scheme given below: A B C Assignements / Prsentations/ Quizzes / Class Participation / etc. Mid-Semester Examination End-Semester Examination Weightage 50% (Internal Assessment) Weightage 30% (Internal Assessment) Weightage 70% (External Assessment)

6. Text Books:

Sr. No. T1

Authors

Title of the Book

Publisher

Edition and Year of Publication Sixth Edition, 2010 Fourth Edition, 2008 Third Edition, 2010

T2

T3

Lovelock Christopher, Wirtz Jochen and Chatterjee Jayanta Zeithaml V. A., Bitner M.J., Gremler D.D., and Pandit A. Nargundkar Rajendra

Services Marketing: People, Technology, Strategy Services Marketing: Integrating Customer Focus Across the Firm Services Marketing: Text and Cases

Pearson Prentice Hall Tata McGraw Hill McGraw Hill

7. Reference Books:

Sr. No. R1

Authors

Name of the Books

Publisher

Edition and Year of Publication Second Edition, 2009

R. Srinivasan

Services Marketing

PHI

R2

R3

Fitzsimmons J.A. and Fitzsimmons M.J. Clow K. E. And Kurtz D.L. Gronroos Christian

R4

R5

Jauhari Vinnie and Dutta Kirti Metters R.D., Metters K.H., Pullman M., and Walton S. Apte Govind Godson Mark Baran R.J., Galka R.J., Strunk D.P. Chowdhary N. and Chowdhary M.

R6

Service Management: Operations, Strategy, Information Technology Services Marketing: Operations, Management, and Strategy Service Management and Marketing: Customer management in Service Competition Services: Marketing, Operations, and Management Successful Service Operations Management

Tata McGraw-Hill Biztantra

Fifth Edition, 2006 Second Edition, 2003 Third Edition, 2007

Wiley

Oxford

First Edition, 2009 Second Edition, 2006

Thomson

R7 R8 R9 R10

Services Marketing Relationship Marketing Customer Relationship Management Textbook of Marketing of Services: The Indian Experience

Oxford Oxford Cengage Learning MacMillan

2009 2009 2008 2005

8. List of Journals / Periodicals/Magazines/Newspapers: ICFAI Journal of Service Management, Journal of Services Marketing, Journal of Services Research, Journal of Marketing

9. Session Plan: Services and Relationship Marketing (SRM)


Session no. 1 2 3 4 5 6-7 8 9-10 11-12 13 Topic What are Services? ; Why Study Services, Role of services in the economy Services and Technology -technology in service encounter, emergence of self service, automation in services, Internet services Distinctions between Services and Goods Services Marketing Mix Four Categories of Services People-Processing, Mental-Stimulus Processing, Possession-Processing, and Information-Processing Customer Decision Making Pre-purchase Stage, Service-Encounter Stage and Post-Encounter Stage Customer Expectations and Perceptions of Services Zone of Tolerance; Product Core and Supplementary Elements, Branding Service Products Price Role of Non-monetary Costs, Pricing Strategy Pricing and Revenue Management, Yield Management Place Service Distribution, Role of Customers in Service Delivery, Delivery through Intermediaries, Franchising, Electronic Channels, Self-Service Technologies Quiz # 1,Submission of Assignment # 1 Promotion Role of Marketing Communication, Marketing Communication Mix, Integrated Services Marketing Communication People Employees Role in Service Delivery, Service Leadership and Culture, Process Service Blueprinting, Service Process Redesign Physical Evidence -Servicescape, Service Environments ,Project Submission Understanding Capacity, Demand Patterns, Strategies for Matching Capacity and Demands Services Quality: Gaps Model; Measuring and Improving Service Quality Relationship Management: Defining Customer Relationships; The Basics; External Relationships; Supplier Relations; Internal Relationships Quiz # 2, Submission of Assignment # 2 Customer Retention Customer Loyalty Strategies for reducing Customer Defections Customer Relationship Management (CRM)

14

15-16 17 18-19 20-21 22-23 24-26 27-29 30 31 32 33 34

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