“Service Marketing” Course Outline - half credit - 8 sessions course

Summary  

• ½ Credit course
• 8 sessions of 70 minutes each
• Designed as an additional course for those who have undergone basic marketing course

 Textbook   

• “Services Marketing” by Zeithanml, Gremier, Bitner & Pandit
• Publisher : McGraw Hill, India Edition

 Session 1

LEARNING OBJECTIVES :How is service marketing different from product marketing ?

• Tailored suit or a vehicle loan : introduce the idea of continuum
• In service the value is created by people : machines vs people
• How the costs stack up in mfg and service industries
• Marketing Mix for services : 7 Ps
• Variations among individuals and also for the same individual
• Service Triangle : customer, company, service giver
• What is the individual output : expertise, talent, SOP,  skill, responsiveness ..
• Indian service industry : sectoral growth
• Mfg : large scale, Service : small scale (P2P) : Easy to start difficult to scale up
• Service is co-created in P2P engagements – all imp processes of marketing P2P
• Hence leadership is important – People driven business
• Looks like HR : How to recruit, induct, train, motivate, retain people
• In many service companies the HR is under operations

 Sessions 2-3-4

LEARNING OBJECTIVES : : consumer expectations / behaviour in services

• Services are essential for the sale of products to happen.
• Customer expectations : Inspectable, experiential and faith expectations
• Service characteristics and Marketing response : intangible, inseparable and variable
• Cost structures of service companies

 Case : Dushyant Corporate Trainers

• Profit depends on customer satisfaction
• Chain Model  

 Session 5-6 : Managing Performance in Services  

LEARNING OBJECTIVES : Understanding the gap model

• Knowing the “Knowing Gap” , how it arises and how to minimize it
• Knowing the “Planning Gap” , how it arises and how to minimize it
• Knowing the “Doing Gap” , how it arises and how to minimize it
• Knowing the “Promise Gap” , how it arises and how to minimize it

Concepts and frameworks

• Service quality measures
• Importance of internal marketing for services
• Recruitment strategies : based on knowledge or traits

Session 7 : Setting up a new service business    

LEARNING OBJECTIVES :  Positioning and Designing and Blue-printing of service and service-scape.

Case : Dr Miroo Carpenter’s eye hospital. 

Session 8 : Improving  the service business    

LEARNING OBJECTIVE : Iceberg Model and special situations in service business : Quality,  Productivity,  Branding, Complaints Management

Case : Forbes Facility case

·        What does branding mean in the context of services

·        Working definition of branding in the context of the case. 

·        Link of marketing to the business

·        Diagnosis and strategies and actions

·        Results obtained