BACHELOR WITH BUSINESS ADMINISTRATION (POM) AS MAJOR
6th SEMESTER
POM622J3 BUSINESS ADMINISTRATION _ SERVICE MARKETING
CREDITS: THEORY: 4; TUTORIAL: 2
COURSE DESCRIPTION
The basic aim of this course is to expose the students to the unique challenges of service marketing, managing services and delivering
quality service to customers in a complex and dynamic marketing environment.
COURSE OBJECTIVES
1. Developing an understanding of the challenges involved in marketing and managing services.
2. Identifying and analyzing the various components of service marketing mix.
3. Understanding key issues concerning the management of service quality.
4. Appreciating the intertwined role of service personnel and customers with respect to service delivery, failures, and recovery issues.
LEARNING OUTCOMES
Upon successful completion of the Service Marketing course, students should be able to:
1. Understand the key concepts and principles of service marketing.
2. Explain how the unique characteristics of service products impact on design and execution of marketing strategies for services.
3. Describe the problems faced by services marketing professionals as well as tools and models managers might employ to increase
customers' perceptions of satisfaction, service quality and value.
4. Understand how different elements of the services marketing mix can be used to address a range of marketing issues facing
services organisations.
CURRICULUM DETAILS
UNIT-I
Concept of Services, importance, goods versus service marketing, service marketing mix; emergence & reasons for growth
of the service sector in India, characteristics of services, classifications of services, environment of services marketing,
service quality gap model, Gronroos model of service quality; challenges to service marketing.
UNIT-II
Services Design and Development; service blueprinting; service process; physical evidence and services capes; pricing of
services; managing the integrated services communication mix; managing service personnel; employee and customer role
in service delivery.
UNIT-III
Importance of Positioning in Services Marketing - steps in developing a positioning strategy -positioning maps; relationship
marketing - creating and maintaining valued relationships with customers; customer satisfaction, customer loyalty.
UNIT-IV
Service Excellence: enabling service excellence, delivering value, service failure, customer complaining behaviour and its
significance, concept of zone of tolerance, service recovery -role of internal marketing in service delivery.
TUTORIAL / PRACTICAL (2CREDITS)
1. Seminar/Presentation/Practical/Project Work/ Assignment based on case component/Theory component (Hard
Copies to be submitted as well).
2. In this context, student will have to prepare an elaborated report for evaluation
SUGGESTED READING
TEXT BOOK:
1. Christian Gronroos, Service Management and Marketing, John Wiley & Sons Ltd.
REFERENCE BOOKS:
1. Kruise, Service Marketing, John Wiley & Sons Ltd.
2. Tom Powers, Marketing Hospitality, John Wiley & Sons Inc.
3. Philip Kotler, Marketing of non-profit organization, Prentice Hall.
