NEW DELHI INSTITUTE OF MANAGEMENT

Programme

Post Graduate Diploma in Management

 Course Outline

 Name of Course: Marketing of Services Course Credit: 3

 Semester: 3rd Duration (Hrs.): 32

 Name of Faculty: Prof. Veena Kumar/ Prof. Ravindra Chawla/ Prof. (Dr.) Swatti Dham

 Objective:

On completion of the course, students will be able to:

o Understand the unique challenges involved in marketing of services

o Learn the strategies to deal with these unique challenges

o Apply fundamental concepts to practical situations so as to become a better services marketing

personnel.

o Understand how ‘service’ can be used as a competitive advantage for any business

 Course Outcome/Skills (which should be applied) :

o Students shall be able to understand and elaborate on the nature and scope of services
marketing.

o Skills Imparted: Applying the principles & concepts learnt to take decisions and effectively
sell services.
Session Plan:

Session Topic Readings/Chapters Pedagogy Case/ Outcome/ Details

Sl. No. with Page No. Session No. Articles/Vid Skill of
(Text Book) eo Links Industry
experts
1. Introduction to Chapter 1 Case Study Co-Sharing Understan
Services Sullivan Ford ding the
Auto World service
economy
2. Nature of Chapter 1 Video cum https://youtu. Understan
Services lecture be/qHqYON ding the
SBUFE key
characteris
tics of
services
and the
expanded
marketing
mix
3. Service Chapter 2 Discussion Understan
Quality Gap cum lecture ding the
service
delivery
through
gaps
model of
service
quality
4. Consumer Chapter 3 & 4 Case Study Cora Understan
Behaviour Griffith, The ding the 3
Outstanding stage
Waitress model of
service
consumpti
on
5. Service Chapter 8 & 9 Video cum https://youtu. Understan
Product Lecture be/JApQBIs ding the
CK6c “Flower
https://youtu. of
be/BgQijS- Service”
JXJ0 concept of
a service
product
6. Service Pricing Chapter 15 Discussion Telecom Understan
cum lecture Industry ding the
 pricing
tripod of a
service
product
7. Service Chapter 11 & 12 Video cum https://youtu. Understan
Distribution lecture be/on4DRTU ding how
vst0 different
https://youtu. elements
be/SyGUacK of the
EMvg flower of
Swiggy service are
distributed
and
delivered
8. Service Chapter 14 Case Study Swarnim Understan Mr.
Promotion South ding the 5 Sukrit
https://youtu. Ws model Garg,
be/PUKMUZ of Account
4tlJg Integrated Director,
https://youtu. Service Ogilvy &
be/a4jsYjdo Communi Mather
D50 cation Ms. Aarti
Model. Bhargava
, Sr.
General
Manager
(MarCom
), AIMIL
9. Service Chapter 8 Video cum https://youtu. Understan
Processes Lecture be/MuMee6e ding how
J3qA service
processes
can
significant
ly
improve
customer
experience
10. Balancing Chapter 13 Discussion Understan
Demand and cum Lecture ding how
Capacity to manage
productive
capacity
and
demand
and
 improve
customers
waiting &
queuing
experience
11. The Service Chapter 10 Video cum https://youtu Understan
Environment Lecture be.com/watc ding how
h?v=HV- service
awsxvEt8 environmr
nt helps in
enhancing
productivi
ty of the
service
operation
and
influence
customer
behavior
12. Managing Chapter 11 & 12 Discussion Understan
People cum Lecture ding how
investing
in HR
helps in
achieving
a
sustainabl
e
competitiv
e
advantage
13. Building Chapter 6 Video cum https://youtu. Understan Mr.
Customer Lecture be/g5IAy- ding how Navneet
Relationships QnsZM by Kumar,
developin Manager
g close – Brand
bonds Acquisiti
with ons,
customers Dabur
can build India
loyalty Limited
leading to Mr.
higher Pankaj
market Mehrotra,
share President
Sales,
 Ceasefire
Industries
Ltd.
14. Complaint Chapter 7 Discussion The Understan
Handling and cum Lecture Accellion ding how
Service Service by
Recovery Guarantee encouragi
ng
customer
feedback
can help
in
increasing
customer
satisfactio
n and
retention

Note: The sessions marked in Red would be taken by the Industry experts.

Methods/Ways of Continuous Evaluation to measure above mentioned Course Outcome/Skill

Internal and End-term Assesment weightages:

1. Field Project And Presentation (20)

2. Mid-Term Examination (10)

3. Class Test (10)

4. Class Attendance cum CP (10)

5. Comprehensive Viva End Term : (10)

6. End-Term Examination (40)

Total Marks 100

Textbook: Services Marketing – Zeithaml, Bitner, Gremler, Ajay Pandit – 7th Edition

Reference Book : Services Marketing – Lovelock, Wirtz & Chatterjee

Suggested Readings: Economic Times/ Financial Express/ Business Standard/ Mint, Business Today,
Business World
Field Project : Field Trip to any services organization: (20)

The student group will select one service provider from any one industry (Telecommunication,
Airlines, Banking, Financial Institutions, Insurance, Hospitality, Healthcare, Food, Beauty, Fashion,
Real Estate, Education, Entertainment, Transportation etc.) and make a PowerPoint presentation
covering the following aspects through field visit as well as observation.

1. Overview of the Company

2. 7 Ps of the service provider
3. Customer Loyalty Program
4. Customer Feedback System
5. Service Guarantees
6. Self-Service Technologies
7. Service Blueprint
8. The current customer experience and strategies to strengthen the same
9. A short video segment (4 to 5 minutes) related to the providers’ specific servicescape (The
servicescape is the environment where the service is delivered)
 Appearance of Building/ Landscaping
 Ambient conditions (Music/ Scent/ Color/ Lighting/ Spatial layout & functionality/ Signs,
Symbols, and Artifacts)
 Vehicles/ Equipments
 Interior furnishings/ Staff member’s uniform
 Printed materials
 Other visible cues
 How Servicescape is influencing the customer’s service experience

The objective of this field project is to illustrate how all the 7 Ps are being implemented.