Name of the Faculty :
Discipline : MBA
Semester : III Sem
Subject : Services Marketing (MB/MM/209)
Lesson Plan Duration : (From July 2018 to Nov. 2018)
Work Load (Lecture / Practical) per week (In hours) : Lecture-04, Practicals-00
| Week | Theory | |
| Lecture Day | Topic
(Including Assignment Test) |
|
| 1 | 1st | Concept of service marketing |
| 2nd | Distinctive characteristics and classification of services | |
| 3rd | Service marketing mix | |
| 4th | Emergence and growth of services | |
| 2 | 1st | Unique challenges in marketing of services |
| 2nd | Consumer Behaviour in services | |
| 3rd | Applications in areas of Telecom, Health Care | |
| 4th | Banking and Insurance Sector | |
| 3 | 1st | Assignment |
| 2nd | Test | |
| 3rd | GAP Model | |
| 4th | SERVQUAL scale for the measurement of service quality | |
| 4 | 1st | Service quality and its dimensions |
| 2nd | Customer expectations of service | |
| 3rd | Customer perceptions of Service | |
| 4th | Measuring customer satisfaction | |
| 5 | 1st | Service encounters |
| 2nd | Service failure and recovery | |
| 3rd | Service Guarantees | |
| 4th | Assignment | |
| 6 | 1st | Test |
| 2nd | Service design and development: | |
| 3rd | Challenges, types of new services, | |
| 4th | Stages in new service development, | |
| 7 | 1st | Concept of service blueprinting, |
| 2nd | Customer defined service standards, | |
| 3rd | Physical evidence and the service scape | |
| 4th | Assignment | |
| 8 | 1st | Test |
| 2nd | Role of employees’ and Customers’ in service delivery | |
| 3rd | Delivering service through intermediaries | |
| 4th | Delivering service through electronic channels | |
| 9 | 1st | Integrated Services Marketing Communications |
| 2nd | Pricing of Services | |
| 3rd | Concept of self service technologies | |
| 4th | Assignment | |
| 10 | 1st | Test |