Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials

Course No MGT633

Cours Title SERVICES MARKETING

Course Planner 14747 :: Neha Bhardwaj

Lectures Tutorial Practical Credits 3 1 0 4

Text Book:

1 Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010

Other Specific Book:

2 Keneneth Clow, David L Kurtz, Services Marketing,2e, biztantra,2008 3 K. Douglas Hoffman, John E.G. Bateson, Marketing of Services, India edition, Cengage Learning

4 Services Marketing, C.Bhatacharjee,Excel books 5 Services Marketing,Zeithmal,Tata Mcgraw -Hill, 4e 6 Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson

Other Reading Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference) 7 Case: Sullivan Ford Auto World, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 507 - 511 8 Case: Petals and Wishes 9 Case: Making a Leap of Faith, K. Douglas Hoffman, John E.G. Bateson, Marketing of Services, India edition, Cengage Learning, page - 50 10 Case:Dr Anjishu Sen goes to London, hristopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 529 11 Case: Four customers in search of solution, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 476 12 Case: Dr Beckett's Dental Office, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 551 13 Case: Hyatt Legal Services, Keneneth Clow, David L Kurtz, Services Marketing,2e, biztantra,2008, page - 249

Approved for Spring Session 2011-12

14 Case: Virgin Mobile USA: Pricing for the very first time 15 Case:Giordano Positioning for International Expansion, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page 490 16 Case: Cooking up new operations at TGI Friday's Inc, Keneneth Clow, David L Kurtz, Services Marketing,2e, biztantra,2008, page - 137 17 Case: Menton Bank, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 531 18 Case: Accellion Service Guarantee, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 554 19 Shouldice Hospital Limited, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 556 20 Case: Mac Duck, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson 21 Case: Life Corp, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson 22 Case: City Metro, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson 23 Case: Service Quality Dilemma, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson, page - 629 24 Case: War for the Sky, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson, page - 622 25 Case: Supremace Challenged, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson, page - 613 26 Case: Credit Cards at the turn of time, Harsh V. Verma, Services Marketing - Text and Cases, 2e, Pearson, page - 608 27 Managing Services in the new millenium, Marketing Mastermind 28 Nick Wingfield, "In a Dizzying World, One way to Keep up: Renting Possessions, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 62 29 Case: Massachusettes Audobon Society, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 576 30 Case: Sate Bank of India, Services Marketing, C.Bhatacharjee,Excel books, page - 539 31 Case: ICICI Bank Limited, Services Marketing, C.Bhatacharjee,Excel books, page - 541 32 Case: BPO Industry Analysis, Services Marketing, C.Bhatacharjee,Excel books, page - 545 33 Case: Taj Hotels, Services Marketing, C.Bhatacharjee,Excel books, page - 557 34 Case: MTDC, Services Marketing, C.Bhatacharjee,Excel books, page - 565 35 Case: Christopher Columbus Holidays, Journey at your own pace, Services Marketing, C.Bhatacharjee,Excel books, page - 577 36 Case: Accra Beach Hotel, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing, 6e, Pearson,2010, page - 546 37 Article: Services Operations Management - Return to roots 38 Reading - Leonard L. Berry, Venkatesh Shankar, Janet T. Parish, Susan Cadwallader, and Thomas Dotzel, "Creating New Markets Through Service Innovation" 39 Reading - "Innovations Boosting the Service Sector" 40 Reading: "The Health Travellers" 41 Reading - " The Strategic levers of Yield Management" 42 Reading: Best Practice: Defensive Marketing 2 Approved for Spring Session 2011-12

43 Reading - "Kung Fu Service Development at Singapore Airlines" 44 Reading: "Getting More from Call Centres" 45 Reading: "How to Lead the Customer Experience" 46 Reading: "Why Service Stinks" 47 Reading: "CRM in Banking" 48 Article: "The One number you need to grow" 49 Article: "Services Marketing: Integrating People, Technology & Strategy" 50 "How Companies approach Innovation", http://www.business-standard.com/india/news/how-companies-approach-innovation/307790/ 51 "Consumers Lead the Way", http://business-standard.com/india/news/consumers-leadway/449907/ 52 "A click away", http://www.business-standard.com/india/news/a-click-away/385774/ Relevant Websites Sr. No. (Web adress) (only if relevant to the courses) 53 http://mitsloan.mit.edu/academic/courses-list.php? list=Marketing13 54 emeraldinsight.com 55 www.indianstats.com 56 www.biztantra.in 57 www.pearson.co.in/christopher 58 www.mhhe.com/sie-zeithaml Salient Features contains various articles and study material on service marketing Contains articles of Service Marketing contains Elaborate data on Indian Market Contains text andcases of service marketing Contains text and cases of service marketing Contains text and cases of service marketing

Detailed Plan For Lectures

Week Number Lecture Number Lecture Topic Chapters/Sections of Pedagogical tool Textbook/other Demonstration/case reference study/images/anmatio n ctc. planned

Part 1
Week 1 Lecture 1 Understanding Service Markets, Products and Customers; New Perspectives on Marketing in Services New Perspectives on Marketing in Services ->Reference :1,Chapter - 1; 4 - 11 ->Reference :1,Chapter - 1; 11 - 21 Case: Petals & Wishes, reference 28 reference 27, reference 7 Approved for Spring Session 2011-12

Lecture 2

Week 1

Lecture 3

Customer Behavior in Service Encounters

->Reference :1,Chapter - 2; pg 32 40 ->Reference :1,Chapter - 2; pg 41 49 ->Reference :1,Chapter - 2; pg 50 61

reference 9

Week 2

Lecture 4

Customer Behavior in Service Encounters

reference 10

Lecture 5

Customer Behavior in Service Encounters

Lecture 6

Positioning Services in Competitive Markets; Understanding and Using Positioning Maps Positioning Services in Competitive Markets; Understanding and Using Positioning Maps Positioning Services in Competitive Markets; Understanding and Using Positioning Maps Developing Service Concepts: Core & Supplementary Services Developing Service Concepts: Core & Supplementary Services

->Reference reference 15 :1,Chapter - 7; pg 180 187 ->Reference reference 42 :1,Chapter - 7; pg 187 194 ->Reference :1,Chapter - 7; pg 194 199 ->Reference :1,Chapter - 3; pg 66 77 ->Reference :1,Chapter - 3; pg 78 86 reference 11

Week 3

Lecture 7

Lecture 8

Lecture 9

Week 4

Lecture 10

reference 12

Part 2
Week 4 Lecture 11 Developing Service Concepts: Core & Supplementary Services ->Reference :1,Chapter - 3; pg 87 96 reference 38, reference 39 reference 13

Lecture 12

Distributing Services Through Physical & Electronic ->Reference Channels :1,Chapter - 4; pg 98 110

Week 5

Lecture 13

Distributing Services Through Physical & Electronic ->Reference reference 40 Channels :1,Chapter - 4; pg 110 120 Exploring Business Models: Pricing & Revenue Management Exploring Business Models: Pricing & Revenue Management ->Reference :1,Chapter - 5; pg 124 132 ->Reference reference 14 :1,Chapter - 5; pg 133 138

Lecture 14

Lecture 15

Approved for Spring Session 2011-12

Week 6

Lecture 16

Exploring Business Models: Pricing & Revenue Management Exploring Business Models: Pricing & Revenue Management Educating Customers & Promoting Value Proposition Educating Customers & Promoting Value Proposition Educating Customers & Promoting Value Proposition Doubt Clearing

->Reference reference 41 :1,Chapter - 5; pg 139 145 ->Reference :1,Chapter - 5; pg 146 150 ->Reference reference 29 :1,Chapter - 6; pg 154 161 ->Reference :1,Chapter - 6; pg 162 172 ->Reference :1,Chapter - 6; pg 173 178

Lecture 17

Lecture 18

Week 7

Lecture 19

Lecture 20

Lecture 21

MID-TERM Part 3
Week 8 Lecture 22 Designing and Managing Service Processes ->Reference reference 16 :1,Chapter - 8; pg 222 234 ->Reference reference 43 :1,Chapter - 8; pg 235 242 ->Reference reference 36, reference :1,Chapter - 9; pg 246 - 37 256 ->Reference reference 44 :1,Chapter - 9; pg 257 267 ->Reference :1,Chapter - 10; pg 270 - 276 ->Reference reference 45 :1,Chapter - 10; pg 277 - 288 ->Reference reference 17 :1,Chapter - 11; pg 292 - 303

Lecture 23

Designing and Managing Service Processes

Lecture 24

Balancing Demand & Productive Capacity

Week 9

Lecture 25

Balancing Demand & Productive Capacity

Lecture 26

Crafting the Service Environment

Lecture 27

Crafting the Service Environment

Week 10

Lecture 28

Managing People for Service Advantage

Approved for Spring Session 2011-12

Week 10

Lecture 29

Managing People for Service Advantage

->Reference reference 44 :1,Chapter - 11; pg 303 - 316

Part 4
Week 10 Lecture 30 Test / Quiz ->Reference :1,Chapter - 11; pg 316 - 319 ->Reference reference 47 :1,Chapter - 12; pg 340 - 354 ->Reference :1,Chapter - 12; pg 354 - 367 ->Reference :1,Chapter - 13; pg 372 - 382 ->Reference :1,Chapter - 13; pg 382 - 388 ->Reference :1,Chapter - 13; pg 388 - 393 ->Reference reference 49 :1,Chapter - 14; pg 398 - 414 ->Reference :1,Chapter - 14; pg 415 - 423 ->Reference reference 19 :1,Chapter - 15; pg 428 - 450 reference 18

Week 11

Lecture 31

Managing Relationships & Building loyalty

Lecture 32

Managing Relationships & Building loyalty

Lecture 33

Achieving Service Recovery and Obtaining Customer Feedback. Achieving Service Recovery and Obtaining Customer Feedback. Achieving Service Recovery and Obtaining Customer Feedback. Improving Service quality and Productivity: The Gaps Model Improving Service quality and Productivity: The Gaps Model Organizing for Change Management and Service Leadership. Doubt clearing & Revision

Week 12

Lecture 34

reference 48

Lecture 35

Lecture 36

Week 13

Lecture 37

Lecture 38

Lecture 39

Spill Over
Week 14 Lecture 40 Lecture 41 Lecture 42 article discussion article discussion article discussion reference 50 reference 51 reference 52

Approved for Spring Session 2011-12

Details of homework and case studies

Homework No. Objective Topic of the Homework Nature of homework (group/individuals/field work Group Evaluation Mode Allottment / submission Week 2 / 11

Homework 1

To check for analytical ability and concept clarity.

Students to be given case studies in group of 5-6 and they have to submit write-up based on case. Students will also give presentation based on case study in tutorials.

Case Analysis - 5; Concept Clarity 5; Presentation 5; Recommendation s or Suggestions Made / Question Handling - 5 Target Achievement - 7; Sales Plan and Reporting Format -3

Homework 2

To check for concept clarity

Every individual student shall be assigned to sell a service within Individual the university premises. The product has to be sold to anyone within university and through a team leader designated to each member service wise. Each individual would be reporting to his/ her team leader who shall supply them with the product documentation and details. Every individual shall be given a target for one months activity. Anything over and above the target shall result in added scores than the normal. The student shall also prepare a brief write up for the sales plan. The selling should happen in personal selling mode. Test / Quiz to be conducted Individual

3/6

Homework 3

To test the conceptual ability of students

Test to be conducted 5 questions of 4 marks each

10 / 10

Scheme for CA:out of 100*

Component Homework Frequency 2 Total :Out Of 3 Each Marks Total Marks 10 10 20 20

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
7 Approved for Spring Session 2011-12

Tutorial No.

Lecture Topic

Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial 1 Tutorial 2

Introduction and group formation Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Doubt Clearing Problem solving

Tutorial 3

Tutorial 4

Tutorial 5

Tutorial 6

Tutorial 7

After Mid-Term
Tutorial 8 Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Case based presentation based on assignment 1 Case analysis,Problem solving (indicative cases listed in reference 30, reference 31, reference 32, reference 33, reference 34, reference 35) Doubt Clearing Problem solving

Tutorial 9

Tutorial 10

Tutorial 11

Tutorial 12

Tutorial 13

Approved for Spring Session 2011-12