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INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE
Executive Post Graduate Programme in Management
Course Outline
Course Code and Course Title MM-07) – Service Marketing
Introduction
The objective of this course is to enable students to understand in depth the management and
delivery of services with quality. This should facilitate to appreciate service management
thinking in the context of changing global and local environment. The course will help the
student to enhance customer orientation in service industry.
The traditional marketing channels have been challenged by the digital revolution across
service industry. It is not only essential to incorporate digitalization in today’s business but also
to explore opportunities in the digital space. Serviscape is constantly evolving with the advent
of internet of things, mobile apps, machine learning, big data, marketing analytics etc. creating
new frontiers in the industry. And more importantly Service encounters depend more on
information than on material assets of a company.
The course has been divided into six broader sections covering the major aspects in marketing
of services. Class participation in terms of Case study discussions and general class room
discussion etc is treated as an important component during the course.
Learning Outcomes/Course Objectives
To study concepts in the domain of Services Marketing.
To distribute efforts between the service operations and service marketing for enhancing
service performance.
To influence customers in service encounters and thereby manage customer retention.
To understand variations in behavior and develop service designs appropriate for the target
segment
To develop service designs that provide value to the customer and thereby earn profit
Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2020)
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At the end of the course, the students will have
• Ability in handling service encounters in diverse and complex environment.
• Competence in managing and delivering quality services.
•Creating meaningful marketing strategy for service based industry for managing the yield.
Evaluation Components/Assessment of Student Learning
Assessment Tool Percentage Description
To check conceptual clarity on the topics covered in
Quizzes- 4 (Best 3) 30 Class related to Services Marketing.
Class Participation
To develop perspectives and logical reasoning in
(Case Analysis & 20 various types of Service Encounters.
general discussions)
A set of small caselets showing complex Service
Marketing issues in decision making and Students
End term Exam 50 have to apply the conceptual knowledge in arriving at
strategies to enhance value/retain customers/yield
management etc..
Session Plan
Session 01-02 (2.30 Hours) Introduction to Services Marketing
Topic Definition and scope of Services Marketing
Categorization of Services
Features of Services
Reading Material
TEXT BOOK - Lovelock - PP 18-40
Learning Outcome Definition and Scope of Service Marketing
Session 03 (1.15 Hours) Service Characteristics
Topic Nature of Service
Stages of Consuming Services
Service encounters
Reading Material
TEXT BOOK - Lovelock - PP 18-40 ; PP 49-73
Learning Outcome Different Aspects of Service Marketing
Session 04 (1.15 Hours) Case Study-1
Topic Differentiating Service Marketing
Reading Material
TEXT BOOK - Lovelock - 88-115 ; PP 122-146
Case Study Sullivan Ford Autoworld (Text Book) PP 482-487
Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2020)
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Session 05 (1.15 Hours) Designing the Services
Topic Segmentation Targeting and Positioning
Designing Service
Reading Material
TEXT BOOK - Lovelock - 96-115
Learning Outcome STP Model in Service Marketing
Session 06 (1.15 Hours) Case Study-2
Topic Disruption & Innovation in Service Industry
Reading Material Case study – Course Pack (Reading Material)
Case Study Reliance Jio: Revolutionizing Indian Telecom
Session 07 (1.15 Hours) Developing Service Products
Topic New Services Development
Flower of Services
Reading Material
TEXT BOOK - Lovelock - PP 121-146
Learning Outcome Value Creation by supplementary services
Session 08 (1.15 Hours) Case Study-3
Topic Go to Market in Multi-Channel Environment
Reading Material Case study – Course Pack (Reading Material)
Case Study Accor: Strengthening the Brand with Digital Marketing
Session 09 (1.15 Hours) Pricing in Service Industry
Topic Activity-based, Value-based, Competition-based Pricing
Revenue management
Reading Material
TEXT BOOK - Lovelock - 190-205 ;206-223
Learning Outcome Value Preposition in Service Market
Session 10 (1.15 Hours) Case Study-4
Topic Capacity & Revenue Management
Reading Material
TEXT BOOK - Lovelock - 191-205; 206-223
Case Study The Accra Beach Hotel (Text Book) PP 541-546
Session 11 (1.15 Hours) Service Promotion and Delivery
Topic Communication Strategy / Mix
Delivery of service elements
Service Distribution
Reading Material
TEXT BOOK - Lovelock - 223-273 ; PP 153-173
Learning Outcome Designing Communications and Role of Omni Channels
Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2020)
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Session 12 (1.15 Hours) Case Study-5
Topic Service Delivery in Rural Markets
Reading Material Case study – Course Pack (Reading Material)
TEXT BOOK - Lovelock - 233-273 ; PP 153-173
Case Study Aravind Eye Care System: Providing Total Eye Care to
the Rural Population
Session 13 (1.15 Hours) Customer Retention
Topic Lifetime value of a Customer (loyalty)
Membership/loyalty marketing
Customer defections/churn
Customer relationship management
Reading Material
TEXT BOOK - Lovelock - 462-468 ; PP 469-505
Learning Outcome Significance of Consumer Engagement
Session 14 (1.15 Hours) Case Study-6
Topic Service Differentiation by Efficient Guarantee
Reading Material
TEXT BOOK - Lovelock - 621-623
Case Study Accellion Service Guarantee (Text Book) PP 621-623
Session 15 (1.15 Hours) Service Quality and Productivity
Topic Customer Complaints & Service Recovery
Service Quality
Measuring & Improving Service Quality
Reading Material
TEXT BOOK - Lovelock - 517-544 ; 559-587
Learning Outcome Reinforcing Quality in Service Delivery
Session 16 (1.15 Hours) Case Study-7
Topic Disruption Management in Video Streaming Services
Reading Material Case study – Course Pack (Reading Material)
Case Study Disney at the Crossroads of Disruptive Trends
Text Book
Lovelock C, Wirtz J, Chatterjee J 7th Edition (2011), Service Marketing, People,
Technology, Strategy – A South Asian Perspective, Pearson
Prepared by Dr. Omkumar Krishnan, Associate Professor, IIM Kozhikode, India (2020)
