7/29/2019 Services Marketing Term 3 SIMC
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Services Marketing Term 3 SIMC 2010-11
Introduction
Service businesses are dominating globally as the largest
constituents of GDP. This course
attempts to help understand the specialised marketing
requirements and challenges faced by
service businesses (and Product Manufacturers who use Services
to augment their offering).
Course Objective:
Develop understanding of unique concepts and constructs in the
marketing of Services Develop an understanding of the challenges
involved in the Services businesses. Gain insights into Marketing
approaches and practices prevalent in Services businesses. Develop
an understanding of use of technology in Services Marketing.
Ability to apply the GAPS model of Service Quality and the Service
Quality parameters. Overall, be in a position to apply the
constructs learned in a simulated / real assignment.
Course content and Session Plan
Text: Services Marketing
Zeithaml & Bitner, 4e, TMH (alternate _Christopher
Lovelock)
Session
No
Content Learning Outcome Core Text
Link
Other case /
text link
1 Introduction to and
nature of Services
Products vs. Services and the
basics already covered earlier
Ch 1 Ch 13 Kotler
2 Expectation from a
Service encounter
Highlight different aspects of
expectation among customers
Ch 4, 6 Rapid rewards
(R2)at SWA(*)
3 The GAPS model of
Services
Assumptions and use of the
model (central to Services)
Ch 2, 18 The Sure thing
that flopped
4 Meeting Customer
requirements pro-
actively
Understanding and closing GAP 1
related to Customer
Requirements
Ch 6 Rapid rewards
(R2)at SWA(*)
5 Design of Services,
create Servicescape
Integrating service offerings and
the service location
Ch 9, 11 The Sure thing
that flopped
6 Alternatives for
Pricing Service
Planning capacity and matching
Supply and demand
Ch 15, 17 Hypothetical Ad
/ PR Agency
7 Promotion of Services
(GAP 4)
Ensuring communication is
aligned to service features
Ch 16, Hypothetical Ad
/ PR Agency
8 Distribution option to
services
Service distribution options,
including use of technology
Ch 14, 13 Hypothetical Ad
/ PR Agency
9 STP and Services
Marketing Strategies
Strategic aspects and Options for
Services marketing
3C, T & W,
STP, Ch 3
R2@ Southwest
airlines (SWA)
10 Customer Satisfaction,
Loyalty and Retention
Eliminating GAPS towards long-
term Relationship
Ch 5, Ch 12 Closure
Group-work: For a B2C and B2B businesses - Retail (Food &
Grocery, Apparel, RTE Fast food &
drinks, Restaurants and coffee bars, Jewellery & watches,
Book + Music + DVD), Ad / PR Agency,
GSM operators / TELCO, Airlines, Hotels, Consulting Services,
Office and Security Services: apply
key Services Marketing concepts learnt in each session logically
for overall integration.
Marketing Diary: Create a diary from news, ads etc. in public
domain, related to course content
Assessment Plan:
Preparation for & Participation in Class: 20
Post-class group submissions: 20
Service Marketing Diary: 20
