Course

Unit 1

Fundamentals of Service Marketing

Introduction to the service sector – Growth and evolution – Understanding the concept of services and their unique characteristics – Classifying services based on different criteria – Service design –

Strategies and methods – Blueprinting service using technology – Streamlining service delivery– Developing human resources for service excellence – Building service aspirations – Creating a customer-centric culture.

Unit 2

The Service Marketing Mix

Exploring the 7Ps of service marketing – Product strategy in service marketing – Pricing strategies and tactics for services – Promotion methods for service businesses – Distribution channels for service delivery – Additional dimensions in service marketing – The role of employees in service delivery – Importance of physical evidence in creating service perceptions – Effective service processes and its design.

Unit 3

Managing Service Marketing Effectively

Marketing demand and supply – Capacity planning and segmentation strategies – Internal marketing 
– Importance and strategies for employee engagement – Understanding the difference between external and internal service strategy

Unit 4

Delivering Quality Service

Service quality gaps – Analyzing the disconnect between customer expectations and perceptions – Factors and techniques to bridge the service quality gap – The importance of customer relationship management (CRM) in service marketing – Understanding service performance gaps – Quality standards and solutions – Strategies for closing the service performance gap – Communication gaps between organizations and customers – The promise versus delivery gap – Developing effective communication strategies around service quality.

Unit 5

Service Marketing in Action

Applying service marketing principles in various sectors – Financial services marketing – Health services marketing – Hospitality services marketing (travel, hotels, tourism) – Professional services marketing – public utility services marketing and educational services marketing.

Course Objective

Students will gain the knowledge and skills necessary to apply service marketing principles to a practical scenario, demonstrating their ability to develop a strategic plan for service success.

Course Outcomes

The student will be able:

• CO1: To understand the concept of service marketing and its framework.
• CO2: To understand the 7Ps of service marketing and effective service processes and its design.
• CO3: To understand the capacity planning and segmentation strategies and the difference between external and internal service strategy orientations.
• CO4: To identify service quality gaps and effective communication strategies around service quality.
• CO5: To apply service marketing principles in various sectors.

Textbooks

1. M. Jha – Services Marketing – Himalaya Publishers
2. Baron – Services Marketing, Second Edition – Macmillan

References

1. L. Natarajan – Services Marketing – Margham Publications
2. Thakur S., Sandhu Supreet, Dogra Babzan – Services Marketing – Kalyani Publishers
3. B. Balaji – Services Marketing and Management – S. Chand and Co.