SNDT Women s University, Mumbai. 4-Credit Online Course on

Size: px

Start display at page:

Download "SNDT Women s University, Mumbai. 4-Credit Online Course on"

Stewart Patrick
5 years ago
Views:

Mumbai 400049 Ph. +91-22 -26614043 / 26606626 Course Coordinator: Dr. Nitin S. Wani Email: nitin.

1 SNDT Women s University, Mumbai 4-Credit Online Course on Services Management (March 24- June 30, 2014) Information Brochure SNDT Women s University Jankidevi Bajaj Institute of Management Studies Mumbai Ph / Course Coordinator: Dr. Nitin S. Wani nitin.wani@jdbims.sndt.ac.in SNDT Women s University Jankidevi Bajaj Institute of Management Studies Page 1 of 6

2 4-credit online course on Services Management Credits: 4 Marks: 100 Delivery Mode: Online using Moodle Learning Management System and WizIQ Virtual Classroom Platform. Introduction: Services in most economies across the world are the single largest contributor to economic growth and employment. It is widely recognized and deliberated upon that the global importance of service sector in terms of its share in Gross Output has been growing progressively in the economies of the world. As per the economic survey of published by the Government of India, in world GDP of US$70.2 trillion in 2011, the share of services was 67.5 per cent, more or less the same as in India s services sector has emerged as a prominent sector in terms of its contribution to national and state incomes, trade flows, FDI inflows and employment. For more than a decade the sector has been pulling up the growth of Indian economy with great stability and is currently accounting for 60 per cent of the gross domestic product (GDP) of India. The services sector covers a wide array of activities ranging from services provided by the most sophisticated sectors like telecommunications, satellite mapping, and computer software to simple services like those performed by the barber, the carpenter, and the plumber; highly capital-intensive activities like civil aviation and shipping to employmentoriented activities like tourism, real estate, and housing; infrastructure-related activities like railways, roadways, and ports to social sector related activities like health and education. Relevance of the course: Services are something completely different from goods. Services are intangible commodities that cannot be touched, tasted or held. Services are quickly perishable and require some degree of interaction with the customer. Therefore, management and marketing of these services is a challenge and this course tries to expose the participants the various aspects of marketing of services. USP of the course: Learner-Centric Course using user-friendly delivery mode (Moodle Learning Management System and WizIQ Virtual Classroom Platform). Global orientation but is India-focused and adapted to Indian scenario. Course offered by a 96 year old State University SNDT Women s University, Mumbai established by Bharat Ratna Maharshi Dr. Dhondo Keshav Karve. Course Objectives: After completing this course, the participants will be able to: Understand the relevance of service sector in Indian economy Define Services Page 2 of 6

3 Differentiate between Services and Physical goods Analyse the challenges posed by services in comparison to physical goods Understand the strategies adopted by service organisations in marketing services Formulate strategies for marketing services offered by service firms Course Contents: The course has been divided into eleven modules: Module 1: Core concepts of Marketing Management Module 2: Introduction to Services Management Module 3: Customer Behaviour in Service Encounter Module 4: Service process design Module 5: Pricing of Services Module 6: Distribution of Services Module 7: Promotion of Services Module 8: Employee and customer roles in service delivery Module 9: Role of Physical Evidence in service delivery Module 10: Quality Management Module 11: Capacity and Demand management in Services Module No. Title Detailed Contents 1. Core concepts of Marketing Management 2. Introduction to Services Management 3. Customer Behaviour in Service Encounter 1.1 What is marketing? 1.2 Segmentation, Targeting and Positioning 1.3 Marketing Research 2.1 What are Services? 2.2 Why Study Services? 2.3 Role of service sector in the economy & its contribution to GDP 2.4 Distinctions between Services and Goods & its marketing implications 2.5 Basics of Services Management 2.6 Services: Marketing Mix 3.1 Categories of services 3.2 Customer Behaviour in Service Encounter 3.3 Customer Decision Making for services Page 3 of 6

4 4. Service process design 4.1 Core and Supplementary Service elements 4.2 Branding Services 4.3 Service Blueprinting 5. Pricing of Services 5.1 Pricing of Services 5.2 Role of Non-monetary Costs in pricing of services 6. Distribution of Services 6.1 Service Distribution 6.2 Role of Customers in Service Delivery 6.3 Delivery through Intermediaries 6.4 Franchising 6.5 Electronic Channels 6.6 Self-Service Technologies 7. Promotion of Services using Integrated 7.1 Personal Communications 7.2 Advertising Marketing Communication 7.3 Sales Promotion Mix 7.4 Publicity and Public Relations 7.5 Instructional Materials 7.6 Corporate Design 8. Employee and customer roles in service delivery 8.1 Employees role in Service Delivery 8.2 Customer co-production 8.3 Customer satisfaction and delight 9. Role of Physical Evidence in service delivery 9.1 Physical Evidence 9.2 Role of Servicescape 9.3 Service Environments 10. Quality Management 10.1 Service Quality, 10.2 Gaps Model 10.3 Measuring Service Quality (SERQUAL & SERVPERF) 11. Capacity and Demand management in Services 11.1 Managing Capacity and Demand 11.2 Understanding Capacity & Demand Patterns in services 11.3 Strategies for Matching Capacity and Demands Intended Audience: Gender: Male/Female Page 4 of 6

5 Minimum academic credentials: Graduate with preferably one year work experience OR Post graduate students currently enrolled at SNDT Women s University. Prerequisites: Use of computers and internet Use of Knowledge of web 2.0 tools (like use of Blog, Group, Google document/google Drive, etc) is desirable. Resource Persons: Dr.Nitin S.Wani Course Coordinator Experts from academics and service sector. Course fees: Indian Participants - Rs.6000/student SNDT students (Currently pursuing their PG courses) - Rs.3600/student The above fees include the price of the adopted text for the course for Indian participants. Pre-Course Activities Register yourself for the Online Course by sending Registration Form given below as an attachment by to nitin.wani@jdbims.sndt.ac.in After screening of the Registration form, a confirmation will be sent by the Course Coordinator. You will be expected to confirm your enrolment by paying the course fees by DD drawn in favour of Jankidevi Bajaj Institute of Management Studies, payable at Mumbai or remitting the fees directly to Canara Bank, New Marine Lines, Mumbai A/c number (IFSC: CNRB ) using electronic funds transfer. You will get an invitation from the Course Coordinator/Admin to log in to your PERSONAL Moodle Account, specially created for this online course through which you will be able to access the learning resourses and submit assignments and attempt online tests. A blog is created for this Online Course; all participants are required to visit this blog regularly. Resources will be posted on the Moodle Course website so that all participants get access to all the resource material. There will a One Hour Synchronous Interaction per week in a virtual classroom environment. This will be done through WizIQ ( An online poll will be conducted to find a suitable time slot convenient to all participants. Assessment: The assessment will be a continuous one and will involve the following: Page 5 of 6

6 Sr No Item Total Marks 1 Online Quizzes and activities. 40 A Quiz(MCQ) after completion of each module B Short Assignments C Discussion forum Postings 2 Case Study Analysis 20 3 Project involving selecting any service organisation and analysing its services marketing mix elements and 30 submitting the research project based on it at the end of the course online 4 End of course Quiz 10 Grand Total 100 Certificate: A Certificate of successful participation will be issued by the Department on satisfactory completion of all tasks/assignments. Reference Books: Lovelock, C., Wirtz, J., & Chatterjee, J. (2012). Services Marketing: People, Technology, Strategy (7 th ed.). New Delhi: Prentice Hall*. Nargundkar, R (2010). Services Marketing: Text and Cases (3 rd Hill. ed.). New Delhi: McGraw Zeithaml, V. A., Bitner, M.J., Gremler, D.D., & Pandit, A. (2011). Services Marketing: Integrating Customer Focus across the Firm (5 th ed.). New Delhi: McGraw Hill. Fitzsimmons, J.A., & Fitzsimmons, M.J. (2011). Service Management: Operations, Strategy, Information Technology (7 th ed.). New Delhi: McGraw Hill. * Adopted text Page 6 of 6

School of Business Department of Marketing & International Business

1 School of Business Department of Marketing & International Business Course Name: Services Marketing Course Code & Section No: MKT412 Semester: Summer 17 INSTRUCTOR & DEPARTMENT INFORMATION 1. Instructor