K.S.

SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109

DEPARTMENT OF Management Studies

NAME OF THE STAFF : Pradeep

SUBJECT CODE/TITLE : 18MBAMM303/ SERVICE MARKETING
SEMESTER/YEAR : III / 2nd
ACADEMIC YEAR : 2019-2020
Cumulative
Sl. Mode of Teaching No. of Proposed
Topic to be covered No. of
No. Delivery Aid Periods Date
Periods
MODULE 1
Unit 1: (10 Hours) Introduction to services: WB+LCD
1 Concepts, contribution and reasons for the growth L+D 1 1 08/8/2019
of services sector
2 Difference in goods and service in marketing, L+ D WB+LCD 1 2 8/8/2019
Characteristics of services, concept of service WB+LCD 10/8/2019
3 L+ D 1 3
marketing triangle
4 service marketing mix L+D WB+LCD 1 4 13/8/2019
5 GAP models of service quality. L+ D WB+LCD 1 5 17/8/2019
Consumer behaviour in services: Search, WB+LCD 20/8/2019
6 L+D 1 6
Experience and Credence property
Consumer expectation of services, two levels of WB+LCD 20/8/2019
7 expectation, Zone of tolerance, Factors influencing L+ D 1 7
customer expectation of services.
Customer perception of services-Factors that WB+LCD 22/8/2019
8 L+ D 1 8
influence customer perception of service
9 Service encounters, L+D WB+LCD 1 9 22/8/2019
Customer satisfaction, Strategies for influencing WB+LCD 27/8/2019
10 L+ D 1 10
customer perception.
MODULE 2
Understanding customer expectation through WB+LCD 29/8/2019
11 L+D 1 11
market research: Key reasons for GAP 1,
Using marketing research to understand customer WB+LCD 29/8/2019
12 L+D 1 12
expectation
Types of service research, Building customer WB+LCD 31/8/2019
13 L+D 1 13
relationship through retention strategies
Relationship marketing L+ D WB+LCD 3/9/2019
14 1 14

15 Evaluation of customer relationships L+D WB+LCD 1 15 3/9/2019

16 Benefits of customer relationship L+D WB+LCD 1 16 5/9/2019
17 Levels of retention strategies L+D WB+LCD 1 17 5/9/2019
Market segmentation-Basis & targeting in 17/9/2019
18 L+D WB+LCD 1 18
services.
MODULE 3

Course In charge Head - Dept Principal

 K.S. SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109
DEPARTMENT OF Management Studies

Unit-3: Customer defined service standards: WB+LCD 19/9/2019

19 L+ D 1 19
“Hard” & “Soft” standards,
Challenges of matching supply & demand in WB+LCD 24/9/2019
20 L+ D 1 20
capacity
21 Four common types of constraints facing services L+D WB+LCD 1 21 24/9/2019
22 Optimum v/s maximum use of capacity, L+ D WB+LCD 1 22 26/9/2019
Strategies for matching capacity & demand. Yield WB+LCD 26/10/2019
23 management-balancing capacity utilization, L+D 1 23
pricing.
Waiting line strategies- four basic Waiting line WB+LCD 1/10/2019
24 L+D 1 24
strategies.
Leadership &Measurement system for market WB+LCD 1/10/2019
L+ D
25 driven service performance-key reasons for GAP- 1 25
2service leadership
Creation of service vision and implementation, L+D WB+LCD 3/10/2019
26 1 26

Service quality as Profits strategy L+D WB+LCD 5/10/2019

27 1 27

Role of service quality In offensive and defensive L+D WB+LCD 10/10/2019

28 1 28
marketing.
MODULE 4
Unit-4: Employee role in service designing: WB+LCD 15/10/2019
importance of service employee, -.
29 L+D 1 29

30 Boundary spanning roles, Emotional labour, L+ D WB+LCD 1 30 15/10/2019

31 Source of conflict, Quality- productivity trade off, L+D WB+LCD 1 31 17/10/2019
32 Strategies for closing GAP 3. L+D WB+LCD 1 32 22/10/2019
Customer’s role in service delivery-Importance of WB+LCD 22/10/2019
33 L+ D 1 33
customer & customer’s role in Service delivery,
34 Strategies for enhancing-Customer participation L+ D WB+LCD 1 34 24/10/2019

35 Delivery through intermediaries L+D WB+LCD 1 35 24/10/2019

Key intermediaries for service delivery, 26/10/2019
36 L+ D 1 36
Intermediary control strategies. WB+LCD
MODULE 5
Unit 5: Role of marketing communication-Key WB+LCD 5/11/2019
37 L+D 1 37
reasons for GAP 4 involving communication
Four categories of strategies to match service WB+LCD 5/11/2019
38 L+ D 1 38
promises with delivery,
39 Methodology to exceed customer expectation L+ D WB+LCD 1 39 7/11/2019

Course In charge Head - Dept Principal

 K.S. SCHOOL OF ENGINEERING AND MANAGEMENT, BANGALORE - 5600109
DEPARTMENT OF Management Studies

Pricing of services-Role of price and value in WB+LCD 9/11/2019

40 L+ D 1 40
provider GAP 4
41 Role of non-monitory cost L+D WB+LCD 1 41 12/11/2019
42 Price as an indicator of service quality L+ D WB+LCD 1 42 14/11/2019
43 Approaches to pricing services L+D WB+LCD 1 43 21/11/2019
Pricing strategies. 21/11/2019
44 L+D 1 44
WB+LCD
MODULE-6
45 Unit-6: Physical evidence in services L+D WB+LCD 1 45 26/11/2019
46 Types of service spaces- L+ D WB+LCD 1 46 28/11/2019
47 Role of servicescapes L+D WB+LCD 1 47 28/11/2019
Frame work For under standing service scapes& L+D WB+LCD 30/11/2019
48 1 48
its effect on behaviour
49 Guidance for physical evidence strategies. L+D WB+LCD 1 49 2/12/2019
50 Case Study L+D WB+LCD 1 50 2/12/2019
51 Case Study L+ D WB+LCD 1 51 4/12/2019
52 Case Study L+D WB+LCD 1 52 12/12/2019

Course Learning Outcomes:

After completing the course, the students will be able to,
1. Explain the basic concepts of consumer behaviour.
2. To explain briefly the role of research, levels & situational influence of consumer behaviour.
3. To explain various individual influences on consumer behaviours & CRM.
4. To explain briefly influence of learning, attitude & persuasion communication on consumer
behaviour.
5. To explain briefly the influence of groups, social class, culture, opinion leadership &
reference groups with marketing strategy.
6. Explain briefly about post purchase processes. Analyse various cases on consumer
behaviour.
Teaching Aid:
Black Board, Power Point Presentations, Animation, explanation and experimentation videos, Field / Lab visit
Resources:
1. Text Books:
2. Reference Books:
3. Class Notes
4. Question Bank
5. NPTEL or other Videos:

Course In charge Head - Dept Principal