Subject Outline

Subject for Subject Code Subject !t"e Subject Cred!ts Sect!o% I%structor *ff!ce 'ho%e +ma!" : : : : : : : : : MBA Semester III - August 2012 - 14 Batch BA 9253 Ser#!ces Mar$et!%g 3 Asst& 'rof& (o)!&( Ag%! Schoo" of Bus!%ess +,ce""e%ce go)!g-4.gma!"&com

Instructors Profile:
A $ee% "ear%er a%d a /!""!%g co%tr!butor /!th 3 0ears of /or$ e,)er!e%ce /h!ch !%c"udes 1&5 0ears !%to recru!tme%t !%dustr0 a%d 1&5 0ears !%to academ!cs& 1or$ed /!th Co%%ect '"us 2'3 4td5 Coch!% as '"aceme%t +,ecut!#e a%d Career 6et Co%su"t!%g5 Ba%ga"ore as Assoc!ate Co%su"ta%t 27ecru!tme%t3& 1or$ed as Ass!sta%t 'rofessor at he *,ford Co""ege of Bus!%ess Ma%ageme%t5 Ba%ga"ore a%d ha%d"ed subjects !% areas "!$e Mar$et!%g5 87M5 Ba%$!%g5 +%#!ro%me%ta" Stud!es a%d I%d!a% Co%st!tut!o%& 'rese%ted )a)ers such as Im)act of ("oba"!9at!o%5 Strateg!es for rura" mar$et!%g a%d Customer 7e"at!o%sh!) Ma%ageme%t at State "e#e" a%d 6at!o%a" "e#e" sem!%ars

a%d a"so )art!c!)ated !% #ar!ous sem!%ars5 co%fere%ces a%d :acu"t0 ;e#e"o)me%t 'rogrammes&

A <%!#ers!t0 7a%$ 8o"der from Madura! =amaraj <%!#ers!t0 2for B&B&A )rogram3 a%d A%%a <%!#ers!t0 2for M&B&A )rogram3 a%d co%t!%ues to str!#e for e,ce""e%ce !% academ!cs&

Subject Description:
he subject of Ser#!ces mar$et!%g !s #er0 !m)orta%t !% ma%ageme%t educat!o% because the /or"d eco%om0 %o/ada0s !s !%creas!%g"0 character!9ed as a ser#!ce eco%om0& h!s !s )r!mar!"0 due to the !%creas!%g !m)orta%ce a%d share of the ser#!ce sector !% the eco%om!es of most de#e"o)ed a%d de#e"o)!%g cou%tr!es& I% fact5 the gro/th of the ser#!ce sector has "o%g bee% co%s!dered as !%d!cat!#e of a cou%tr0>s eco%om!c )rogress& As the ser#!ce sector started to gro/ !% !m)orta%ce a%d emerged as a s!g%!f!ca%t em)"o0er a%d co%tr!butor to the (;'5 academ!cs a%d mar$et!%g )ract!t!o%ers bega% to "oo$ at the mar$et!%g of ser#!ces !% a %e/ "!ght& +m)!r!ca" research /as co%ducted /h!ch brought to "!ght the s)ec!f!c d!st!%gu!sh!%g character!st!cs of ser#!ces& Ser#!ces Mar$et!%g !s a sub f!e"d of mar$et!%g5 /h!ch ca% be s)"!t !%to the t/o ma!% areas of goods mar$et!%g 2/h!ch !%c"udes the mar$et!%g of fast mo#!%g co%sumer goods 2:MC(3 a%d durab"es3 a%d the mar$et!%g of ser#!ces& Ser#!ces mar$et!%g t0)!ca""0 refers to both bus!%ess to co%sumer 2B2C3 a%d bus!%ess to bus!%ess 2B2B3 ser#!ces5 a%d !%c"udes mar$et!%g of ser#!ces "!$e te"ecommu%!cat!o%s ser#!ces5 f!%a%c!a" ser#!ces5 a"" t0)es of hos)!ta"!t0 ser#!ces5 car re%ta" ser#!ces5 a!r tra#e"5 hea"th care ser#!ces a%d )rofess!o%a" ser#!ces& 8ere the subject !%c"udes character!st!cs of ser#!ces5 o))ortu%!t!es a%d cha""e%ges !% mar$et!%g of ser#!ces5 ser#!ce des!g% a%d de#e"o)me%t5 ser#!ce de"!#er0 a%d )romot!o% a%d strateg!es ado)ted b0 #ar!ous ser#!ce !%dustr!es "!$e hos)!ta"!t05 tour!sm5 f!%a%c!a"5 "og!st!cs5 educat!o%a"5 e%terta!%me%t ? )ub"!c ut!"!t0 a%d !%format!o% tech%o"og0&

Objective of the Subject:

& h!s course !% Ser#!ces Mar$et!%g has bee% des!g%ed to e%ab"e the stude%t to u%dersta%d the %ature of ser#!ce f!rms5 the strateg!es a%d tech%!@ues be!%g !m)"eme%ted b0 them from mar$et!%g sta%d )o!%t a%d ac@u!re the s$!""s %ecessar0 to )ract!ca""0 !m)"eme%t them !% the orga%!9at!o%& he u"t!mate object!#e !s to e%ab"e the stude%t to become a better mar$et!%g ma%ager& he stude%t shou"d: <%dersta%d the esse%t!a"5 fu%dame%ta" co%ce)ts a%d tech%!@ues of ser#!ce mar$et!%g& <%dersta%d c"ear"0 the o))ortu%!t!es a%d cha""e%ges for mar$et!%g of ser#!ces a%d !ts e%#!ro%me%t a%d "atest tre%ds& Be ab"e to u%dersta%d ho/ a %e/ ser#!ce !s be!%g de#e"o)ed a%d !ts )rocess5 ho/ to measure the @ua"!t0 of ser#!ces a%d !m)ro#e customer ser#!ce& <%dersta%d ho/ a ser#!ce ca% be )r!ced5 )romoted5 a%d de"!#ered to u"t!mate co%sumers b0 des!g%!%g a))ro)r!ate ser#!ce de"!#er0 s0stem& <%dersta%d the mar$et!%g )ract!ces a%d strateg!es as a))"!ed !% the ser#!ce sector a%d !% s)ec!f!c !% the fo""o/!%g !%dustr!es - hos)!ta"!t05 tour!sm5 f!%a%c!a"5 "og!st!cs5 educat!o%a"5 e%terta!%me%t ? )ub"!c ut!"!t0 a%d !%format!o% tech%o"og0&

Subject Structure:
CONSUMER BE !"IOUR <%!ts Sess!o% o)!cs #E!RNIN$ Sess!o% 7e@u!red
e%d of the cha)ter 0ou shou"d be ab"e to3

!SSESSMEN&
ach!e#e 0ou demo%strate ab!"!t0 to3 the must the

OB%EC&I"ES 2At the CRI&ERI! 2 o

"ear%!%g outcome

<%!t-I

IN&RODUC&ION &O SER"ICES ;ef!%!t!o% A Ser#!ce +co%om0 A +#o"ut!o% a%d gro/th of ser#!ce

B;ef!%e ser#!ces a%d co%trast the d!ffere%ces bet/ee% goods a%d ser#!ces& 9

BI% the e,am!%at!o% stude%ts /!"" be assessed based o% the

sector A 6ature a%d Sco)e of Ser#!ces A <%!@ue character!st!cs of ser#!ces - Cha""e%ges a%d !ssues !% Ser#!ces Mar$et!%g& SER"ICE M!R'E&IN$ OPPOR&UNI&IES Assess!%g ser#!ce mar$et )ote%t!a" C"ass!f!cat!o% of ser#!ces A +,)a%ded mar$et!%g m!, A Ser#!ce mar$et!%g A +%#!ro%me%t a%d tre%ds& Ser#!ce mar$et segme%tat!o%5 target!%g a%d )os!t!o%!%g&

<%!t-II

B<%dersta%d the co%ce)tua" u%!@ue features of u%dersta%d!%g of ser#!ces bas!c co%ce)ts5 character!st!cs B<%dersta%d the a%d the cha""e%ges a%d !ssues cha""e%ges !% !%#o"#ed !% mar$et!%g ser#!ce of ser#!ces mar$et!%g& B<%dersta%d a%d ab"e BI% the to def!%e C 's of e,am!%at!o% ser#!ce mar$et!%g m!,& stude%ts /!"" be assessed based B<%dersta%d the o% the c"ass!f!cat!o% of co%ce)tua" ser#!ces u%dersta%d!%g of C's of ser#!ce B<%dersta%d the mar$et!%g m!, o))ortu%!t!es for a%d ser#!ce mar$et!%g of ser#!ces5 mar$et!%g !ts e%#!ro%me%t a%d o))ortu%!t!es& tre%ds& B<%dersta%d ho/ to segme%t5 target a ser#!ce mar$et a%d )os!t!o% the ser#!ces !% the s)ec!f!c target mar$et&
BI% case stud0 a%a"0s!s5 stude%ts /!"" be assessed based o% the!r ab!"!t0 to h!gh"!ght the )rob"ems a%d offer #!ab"e )ract!ca" so"ut!o%s to the )rob"ems !%#o"#ed !% the case )erta!%!%g to ser#!ce mar$et!%g e%#!ro%me%t a%d tre%ds&

<%!t-III

SER"ICE DESI$N !ND DE"E#OPMEN& Ser#!ce 4!fe C0c"e A 6e/ ser#!ce de#e"o)me%t A Ser#!ce B"ue 'r!%t!%g A (A'>s mode" of ser#!ce @ua"!t0 A Measur!%g ser#!ce @ua"!t0 A S+7DE<A4 A Ser#!ce Eua"!t0 fu%ct!o% de#e"o)me%t&

&B<%dersta%d c"ear"0 the #ar!ous stages !% ser#!ce "!fe c0c"e a%d ste)s !%#o"#ed !% the de#e"o)me%t of a %e/ ser#!ce&

BI% the e,am!%at!o% stude%ts /!"" be assessed based o% the co%ce)tua" u%dersta%d!%g of B<%dersta%d the #a"ue ser#!ce des!g% of ser#!ce b"ue)r!%t!%g a%d a%d @ua"!t0 fu%ct!o% de#e"o)me%t& de)"o0me%t 2E:;3 !% %e/ ser#!ce des!g% a%d BI% case stud0 a%a"0s!s5 stude%ts ser#!ce !m)ro#eme%t&
/!"" be assessed B;ef!%e a%d e,)"a!% based o% the!r ab!"!t0 to h!gh"!ght Ser#!ce Eua"!t05 ho/ the )rob"ems a%d

to measure !t5 #ar!ous ga)s !% ser#!ce @ua"!t0 a%d strateg!es to reduce them&

offer #!ab"e )ract!ca" so"ut!o%s to the )rob"ems !%#o"#ed !% the case )erta!%!%g to ser#!ce @ua"!t0&

<%!t-ID

SER"ICE DE#I"ER( !ND PROMO&ION 'os!t!o%!%g of ser#!ces5 ;es!g%!%g ser#!ce de"!#er0 S0stem5 Ser#!ce Cha%%e" A 'r!c!%g of ser#!ces5 methods A Ser#!ce mar$et!%g tr!a%g"e - I%tegrated Ser#!ce mar$et!%g commu%!cat!o%&

B<%dersta%d a%d d!ffere%t!ate bet/ee% #ar!ous )r!c!%g strateg!es of ser#!ces& 9 B=%o/ ho/ a ser#!ce ca% be )os!t!o%ed !% a target mar$et a%d the )os!t!o%!%g strateg!es B<%dersta%d #ar!ous cha%%e"s of d!str!but!o% for ser#!ce f!rms B<%dersta%d the co%ce)t5 com)o%e%ts a%d !m)orta%ce of ser#!ce mar$et!%g tr!a%g"e a%d !%tegrated ser#!ce mar$et!%g commu%!cat!o%&

BI% the e,am!%at!o% stude%ts /!"" be assessed based o% the co%ce)tua" u%dersta%d!%g of ser#!ce de"!#er0 a%d )romot!o%&
BI% the )rese%tat!o% stude%ts /!"" be assessed based o% the!r ab!"!t0 to h!gh"!ght a%d d!ffere%t!ate the )r!c!%g methods a%d strateg!es of a%0 5 ser#!ce f!rms of the same !%dustr0 a%d "!%$ /!th the co%ce)ts the0 stud0 !% the cha)ter&

<%!t-D

SER"ICE S&R!&E$IES Ser#!ce Mar$et!%g Strateg!es for hea"th A 8os)!ta"!t0 A our!sm A :!%a%c!a" A 4og!st!cs +ducat!o%a" A +%terta!%me%t ? )ub"!c ut!"!t0 I%format!o% tech%!@ue Ser#!ces A case stud!es

B<%dersta%d the mar$et!%g )ract!ces a%d strateg!es as a))"!ed !% the ser#!ce sector 9 B<%dersta%d a%d def!%e C's of ser#!ce mar$et!%g m!, !% #ar!ous ser#!ce !%dustr!es BIde%t!f0 a%d e,)"a!% the d!ffere%ces !% strateg!es a%d tech%!@ues ado)ted b0 hea"th5 hos)!ta"!t05 tour!sm5 f!%a%c!a"5

BI% the e,am!%at!o% stude%ts /!"" be assessed based o% the co%ce)tua" u%dersta%d!%g of ser#!ce strateg!es of #ar!ous ser#!ce !%dustr!es&
BI% case stud0 a%a"0s!s5 stude%ts /!"" be assessed based o% the!r ab!"!t0 to h!gh"!ght the )rob"ems a%d

"og!st!cs5 educat!o%a"5 e%terta!%me%t a%d I !%dustr!es !% the ser#!ce sector&

offer #!ab"e )ract!ca" so"ut!o%s to the )rob"ems !%#o"#ed !% the case )erta!%!%g to ser#!ce strateg!es&

Prescribe) &e*tboo+s:
1& Ch!r!stro)her 8&4o#e"oc$ a%d Foche% 1!rt95 Ser#!ces Mar$et!%g5 'earso% +ducat!o%5 6e/ ;e"h!5 2004& 2& 8offma%5 Mar$et!%g of Ser#!ces5 Ce%gage 4ear%!%g5 1st +d!t!o%5 200-&

Biblio,r-phic M-teri-l .inclu)in, electronic resources/:

Reference Boo+s:
1& =& ;oug"as 8offma% et a"5 +sse%t!a"s of Ser#!ce Mar$et!%g : Co%ce)ts5 Strateg!es a%d Cases5 homso% 4ear%!%g5 2%d +d!t!o%& 2& =e%%eth + C"o/5 et a"5 Ser#!ces Mar$et!%g *)erat!o% Ma%ageme%t a%d Strateg05 B!9ta%tra5 2%d +d!t!o%5 6e/ ;e"h!5 2004& 3& 8a"e% 1oodroffe5 Ser#!ces Mar$et!%g5 McM!""a%5 2003& 4& Da"ar!e Ge!tham" et a"5 Ser#!ces Mar$et!%g5 5th I%ter%at!o%a" +d!t!o%5 200C& 5& Chr!st!a% (ro%roos5 Ser#!ces Ma%ageme%t a%d Mar$et!%g a C7M A))roach5 Foh% 1!"e05 2001&

0ebsites:
///&0atra&com ///&the"ee"a&comHche%%a! ///&a)o""ohos)!ta"s&com ///&thomso%&co&u$
///&theba%$er&comHBa%$er-;ataHBa%$er-7a%$!%gsH he- o)-500-Ba%$!%g-Bra%ds-2013

Subject Culture -n) Pe)-,o,1:

1& 4ectures 2& Stude%t )rese%tat!o% a%d c"ass room e,erc!ses 3& (rou) d!scuss!o%s 4& Case A%a"0s!s Ser#!ce Eua"!t0 - I A case stud0 o% 7em!%gto% 8ote"I

;!ffere%t!at!%g Ser#!ces A JA case stud0 o% Katra&com>s LC"!c$ a%d Mortar>Mode"I b0 S/a)%a 'ragada5 '&(!r!ja

M-jor !ssi,n2ents:
1& a3 ;o the S1* A%a"0s!s for Ag%! Schoo" of Bus!%ess +,ce""e%ce& b3 A%a"09e the ser#!ce mar$et!%g m!, of the Ag%! schoo" of Bus!%ess +,ce""e%ce a%d c"ear"0 chart out the C's a%d c3 ;e#!se strateg!es H suggest measures to attract more customers to !ts bus!%ess 2!&e& more MBA as)!ra%ts to the !%st!tut!o%3& 2&IA sm!"e o% the customers> face !%d!cates a bus!%ess successI A +,)"a!% th!s stateme%t /!th refere%ce to at "east f!#e ser#!ce f!rms !% d!ffere%t !%dustr!es a%d me%t!o% ho/ these f!rms are de"!#er!%g su)er!or customer ser#!ce a%d attract!%g a%d reta!%!%g customers&

he object!#e of th!s ass!g%me%t !s to ha#e a rea" t!me e,)osure a%d )ract!ca" e,)er!e%ce b0 the stude%ts a%d de#e"o) the ab!"!t0 to corre"ate the theoret!ca" co%ce)ts /!th bus!%ess )ract!ces&

!ssess2ent:
4ear%!%g !% th!s subject resu"ts )r!mar!"0 from !%-c"ass d!scuss!o% a%d case stud0 a%a"0s!s as /e"" as out-of-c"ass a%a"0s!s& Stude%ts /!"" be e%couraged to u%dersta%d5 th!%$5 a%a"09e the co%ce)ts a%d )ut !%to )ract!ce& Stude%ts are e,)ected to come to c"ass o% t!me a%d be )re)ared for the c"ass 2ha#!%g read the ass!g%ed read!%g a%d do%e the ass!g%ed /or$ g!#e% to them3& Sche2e of Ev-lu-tion : $r-)in, S1ste2 : 7efer to A%%a <%!#ers!t0 +#a"uat!o% scheme 7efer to A%%a <%!#ers!t0 (rad!%g s0stem