PGDM Core Subject
Service Marketing
Course Objective
Primary PO Mapping: PO3 (Leadership/Agile) & PO5 (Innovation/Entrepreneurship). Strategic Focus: Applying the 7 Ps and Agile methodologies to design customer-centric service quality (SERVQUAL).
Mandatory Textbook: Services Marketing: People, Technology, Strategy by Christopher Lovelock and Jochen Wirtz.
Taxila Standard Internal Assessment (70 Marks)
|
Component |
Marks |
Description |
Mapped CO |
|
Simulation |
20 |
The Service Blueprint: Designing a customer journey map for a digital bank or hospital. +2 |
CO1, CO2 |
|
Case Study |
10 |
"The Service Recovery": Analyzing failure in a hospitality or airline brand. +1 |
CO3 |
|
Presentation |
10 |
"The Service Innovation": Designing a new service-led business model. |
CO5 |
|
Mid Term |
10 |
Written exam covering Modules 1 & 2. +2 |
CO1, CO2 |
|
Project |
10 |
"Gaps Model Audit": Identifying service quality gaps in a local retail outlet. +2 |
CO4 |
|
Class Participation |
10 |
Participation in role-plays and service design workshops. +3 |
All |
20-Session Plan
|
Session |
Topic |
Pre-Reading (Lovelock & Wirtz) |
Assignment |
|
1 |
The Service Economy & Digital Shift |
Ch 1: New Perspectives on Marketing |
|
|
2 |
Consumer Behavior in Services |
Ch 2: Consumer Behavior in Service Contexts |
A1: Process Map |
|
3 |
The 7 Ps Framework |
Ch 3: Positioning Services |
|
|
4 |
Service Products & Brand Architecture |
Ch 4: Developing Service Products |
A2: Brand Audit |
|
5 |
Distributed Service Networks |
Ch 5: Distributing Services |
|
|
6 |
Service Pricing & Revenue Mgmt |
Ch 6: Setting Prices & Revenue Mgmt |
A3: Dynamic Pricing |
|
7 |
Service Communications & Storytelling |
Ch 7: Promoting Services |
|
|
8 |
Service Blueprinting |
Ch 8: Designing Service Processes |
A4: Blueprint Design |
|
9 |
Balancing Demand & Capacity |
Ch 9: Balancing Demand & Capacity |
|
|
10 |
Mid-Term Internal Exam |
Review Sessions 1-9 |
Mid-Term (10M) |
|
11 |
The Service Environment (Servicescape) |
Ch 10: Crafting the Service Environment |
|
|
12 |
Managing People for Service Advantage |
Ch 11: Managing People for Advantage |
A5: HR Policy Draft |
|
13 |
Service Quality (SERVQUAL) |
Ch 14: Improving Service Quality |
|
|
14 |
The Gaps Model of Service Quality |
Ch 14 (Contd.) |
A6: Gap Analysis |
|
15 |
Simulation Lab: The Service Blueprint |
Manual: Interaction Design |
Sim (20M) |
|
16 |
Loyalty & Relationship Architecture |
Ch 12: Managing Relationships |
|
|
17 |
Service Recovery & Complaint Mgmt |
Ch 13: Complaint Handling |
|
|
18 |
Digital Services & AI Integration |
Technical Note: AI Chatbots in Services |
|
|
19 |
ESG & Sustainability in Services |
Technical Note: Green Service Design |
|
|
20 |
Course Wrap-Up & Project Feedback |
Final Portfolio Review |