Services Marketing

Syllabus

Course Code: MKT -01

Services Marketing

Unit 1: Introduction to Services Marketing: Services Marketing: Frontiers of Change, Service Concepts, Characteristics and Classification of Services, Services Marketing Mix – 7 Ps, Service Marketing Triangle, Factors Responsible for Growth of the Services Sector, Challenges Faced by the Services Sector, Service and Technology, Impact of Technology on Service Firms, Evolution of Services as Value Contributors, Service Sector Beyond 2020 – Indian, Asian & Global Perspectives, Ethics in Services Marketing: Meaning, Importance, Ethical Practices in the Service Sector. Caselet: The Transformation of Indian Railways with the Launch of Vande Bharat Express Trains as a Blend of Services and Technology Showcases Evolution in Service Delivery, Customer Focus and Infrastructure Quality.                                                                                                   [6+6]

Unit 2: Role of Process, People & Physical Evidence in Services Marketing: Process – Service System, Importance of Process in Services, Service Development, Service Blueprint, Mapping the Process Horizontally and Vertically, Bottlenecks, Delays and Process Failures, Service Process – Standardization vs. Customization, Value Addition in Process. People – The Key to Service Marketing, People Dimension in Services Marketing, Service Encounters, Role of Frontline Service Employees, Managing Employee Behavior and Enhancing Customer Participation, High-contact & Low-contact Services, Emotions in Service Situations, Service Profit Chain. Physical Evidence – Servicescape, Designing Effective Services Capes, Impact on Customer Perception and Branding, Visual Merchandising for Services, Managing the Physical Evidence in Service Marketing. Caselet: Starbucks' Consistent In-store Experience Across Locations Highlights how Services Capes, Trained Baristas and Personalized Ordering Combine to Shape a High-quality Service Process.            [6+6]

Unit 3: Managing Consumer Behavior & Service Quality: Consumer and organizational Behavior in Services – Understanding Customers and Collaborators in Services, Service Standards – factors and types, TOFU, MOFU, BOFU (Top of Funnel, Middle of Funnel, Bottom of Funnel) – Customer Buying Journey, Service Quality – Levels and Dimensions, Service Quality Models – Servqual Model, Servuction Model, GAP Model and Critical Incident Model, Relationship Between Service Quality, Productivity and Profitability, Managing Demand and Capacity – Capacity Constraints, Understanding Demand Patterns, Strategies for Matching and Adjusting Capacity and Demand, Service Recovery, Service Recovery Process, Impact of Service Failures, Customer Churn. Caselet: Zappos' Legendary Customer Service Approach with no Time Limit on Calls and Generous Return Policies Exemplifies Effective Service Recovery and Loyalty Building.                                                                                                                       [6+6]

Unit 4: Segmentation, Targeting & Positioning of Services and CRM: Service Segmentation – Bases for Segmentation, Segmentation in the Modern Era – geo-demographic Segmentation, AI and Big Data-driven Segmentation. Service Targeting – Selecting Target Market and Approaches in Modern Era – precision Targeting, Omni-channel Targeting, Dynamic Targeting, Ethical Targeting. Service Positioning – Techniques of Positioning, Emotional and Value–based Positioning, Digital Presence and Brand Voice, Managing Relationships in Services Marketing, Importance and Challenges for STP of Services in the Modern Era, Managing Customer Expectations and Complaints for Effective Customer Relationship Management, Customer Retention and Customer Lifetime Value. Caselet: Netflix Uses Big Data Analytics to Segment Users and Offer Hyperpersonalized Recommendations and Content Positioning, Enhancing CRM and Long-term Loyalty.                                                                                                                [6+6]

Unit 5: Services Marketing Strategies & Emerging Trends: Overview of Service Marketing Strategies for Organized Retail, Healthcare, Hospitality, Tourism, Airlines, Banking & Financial Services (BFSI), Telecom, IT & ITES, Logistics, Education, Entertainment, Event Management. Utilization of E-services in Various Sectors. Emerging Trends in Services Marketing – Innovations in Service Delivery and Technology, Automation, Self-service, Augmented Reality and Virtual Reality in Services, Internet of Things (IoT) in Service Ecosystems, Servitization and Product-Service Systems, Future Prospects and Challenges in Services Marketing. Caselet: Domino’s Pizza India Revamped its App Interface and Delivery Tracking System, Combining GPS, Self-service Options and Automation for Efficient Service Delivery.                                                                   [6+6]