Service Marketing
Course Objectives
- Explore the unique characteristics of services and their impact on marketing strategies
- Apply service quality models to evaluate customer satisfaction.
- Analyze customer behavior and its influence on service delive
- Design innovative service solutions to address market challenges.
- Examine the role of technology in enhancing service efficiency and customer experience.
Course Outcomes (CO)
| CO No. | Course Outcome | PO Mapping |
|---|---|---|
| CO1 | Explain the unique aspects of services and their strategic implications. | PO1, PO4 |
| CO2 | Evaluate service quality using analytical frameworks. | PO2, PO3 |
| CO3 | Design customer-centric service processes and manage customer experiences. | PO1, PO5 |
| CO4 | Apply technology-driven approaches to optimize service delivery. | PO4, PO6 |
| CO5 | Analyze service failures and propose strategic recovery methods. | PO2, PO7 |
Service Marketing Syllabus T30
| Session No. | Topics |
|---|---|
| 1 | Introduction to Service Marketing and Its Characteristics |
| 2 | Service Marketing Mix (7Ps Framework) |
| 3 | Understanding Service Quality (SERVQUAL Model) |
| 4 | Customer Expectations and Perceived Service Value |
| 5 | Service Design and Blueprinting |
| 6 | Service Delivery and Relationship Management |
| 7 | Service Innovation and New Service Development |
| 8 | Managing Service Failures and Service Recovery Strategies |
| 9 | Customer Experience Management (CXM) |
| 10 | Service Pricing Strategies and Revenue Management |
| 11 | Role of Technology in Service Delivery (AI and Automation) |
| 12 | Capacity Management and Demand Forecasting in Services |
| 13 | Service Personnel and Internal Marketing |
| 14 | Customer Loyalty Programs in Service Sectors |
| 15 | Online and Omnichannel Service Delivery Models |
| 16 | Service Sector Regulations and Legal Considerations |
| 17 | Service Differentiation and Value Proposition Design |
| 18 | Service Analytics and Data-Driven Decision Making |
| 19 | Consumer Co-Creation and Customization in Services |
| 20 | Future Trends in Service Marketing |
References:
- “Services Marketing: Integrating Customer Focus Across the Firm” – Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler
- “Essentials of Services Marketing” – Jochen Wirtz & Christopher Lovelock
- “Managing the Professional Service Firm” – David H. Maister