SM & CRM Course Outline

8/11/2019 SM & CRM Course Outline

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SIVA SIVANI INSTITUTE OF MANAGEMENT

COURSE OUTLINE: SERVICES MARKETING & CRM

Batch: PGDM 22ndBatch

Term: IV

Facilitator(s): Prof. Arijit Santikary

Email: [email protected]

COURSE OBJECTIVES:

1. The course focuses on the unique challenges of marketing and managing services fordelivering quality service to customers.

2. Emphasize the need to attract, retain and building of strong customer relationships through

quality service.

TEXTBOOK

Rajendra Nargundkar-Services Marketing-Text & Cases, Tata McGraw Hill, 3rd Edition

PEDAGOGY

Class Discussion

Quizzes

Lecture Method

Case Studies

Field Visits

Presentation

CLASS ROOM DECORUM:

Attend all classes

Come to class on time. Come to class prepared and submit the assignments on time.

Actively engage in the classroom experience

CONTINUOUS INTERNAL EVALUATION

In keeping with the course objectives, continuous learning and continuous evaluation go hand-in-hand

in this course. The goal is to provide continuous feedback on your performance, thus giving you an

opportunity for self reflection and self correction.

Advance preparation for the class is a must in this course. You shall attend the class only afterreading the prescribed reading material, ready with your groups deliverables in the class.
mailto:[email protected]:[email protected]:[email protected]


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Evaluation Components:

1. Project:

Students will form groups consisting of 4 students per group. Each group will select one

services outlet and explore the same in terms of concepts, their application, typology, 7Ps of

services marketing mix etc. Towards term-end, the group will present their study which will

be evaluated based on the below mentioned parameters. There will also be group wise viva-

voce on the project. Students will be tested individually at the time of viva-voce.

Evaluation Parameters

Written Report: 2 M

Presentations & Viva-Voce: 3 M (As given below)

Concepts1M Bringing out the Practices

existing in the services

outlet1M

Suggestion & Comments-1M

2. Case Study Analysis and Presentations:

Objectives: i) To expose the students to different industries and companies, ii) To test their

problem identification and problem solving skills, iii) To assess the students communication

skills

Groups will be same as those formed for the Project Study. Each group shall go through the

case, analyze (with respect to concepts learned so far and questions posed at the end of the

case) and prepare a PPT. Marks will be given based on case presentation. Each group has to

submit their PPT after the class, after incorporating comments and suggestions given by their

classmates and the instructor. Every group is expected to do a number of presentations

decided through a system of lottery.

Evaluation Component Marks %

Presentation 50%

Submission of PPT after improvement as explained above 50%

Mid Term 20 Marks

Project 05 Marks

Case Study Analysis & Presentations 15 Marks

Quizzes 05 Marks

Class Attendance 05 Marks

Total Marks 50 Marks


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3. Quizzes

Quizzes would be conducted periodically to test the comprehension of the students on thetopics covered in the course. The quizzes may be surprise or informed in advance. Minimumnos. of quizzes is 4.

SESSION PLAN

Session

No

Topic Pre-Reads Case

Unit-1 Introduction to Services

1 Introduction about the subject. Understanding theexpectations of the students.Setting the expectations from

the students. Familiarization of the students with i) Course

objectives ii) Pedagogical methods iii) Session plans, ii)

Evaluation plans, and iv) Grading method

2 Concept, Scope, Goods-Unique

Characteristics of services.

Goods & Services Categorization

Text Book-Chapter 1,

pp: 1 - 9

Case: Xanadu,

Text Book-

PP:27

3 STP: Segmentation, Target

Marketing, and Positioning

Text Book,Chapter 1,

pp: 9 - 19

Case:

AnnapurnaDabbawalla,

Text Book-

PP:30

4 Customer Expectations &

Perceptions of Services

Handout will be

provided in advance

Case:

Educational

Service

Providers, Text

Book-PP:82

Unit-2 Service Marketing Mix

5 Product & Service Quality Text Book- Chapter

2, pp: 45 - 57

Case:

Educational

Service

Providers, Text

Book-PP:82

6 Product & Service Quality Text Book- Chapter

2, pp: 57 - 67

Case: Indian

Healthcare

Industry, Text

Book-PP:71


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7 Price and Place Text Book,Chapter 5,

pp: 161174 &

Text Book,Chapter 3,

pp: 115123

Case: Baristas

New Brew,

Text Book-

PP:176

Case: E-Choupal

Initiative of

ITC, Text

Book-PP:125

8 Promotion Text Book,Chapter 4,

pp: 134154

Case: United

Colours of

Benetton (to be

handed out

later)

9 Physical Evidence Text Book, Chapter 7,

pp: 215 - 218

Case: Delhi

Metro Rail

Corporation

Book-PP:219

10 People in service Text Book, Chapter 6,

pp: 189-199

Case: Fair n

Beautiful Pvt

Ltd.-PP:204

11 Processes in service Text Book, Chapter 8,

pp: 227-238

Service

Blueprinting

exercise (to be

handed out

later)

12 Mid-term Exam

Unit-3: Strategies for Marketing

13 Overview, Strategies for ServicesMarketing

Text Book,Chapter 9;pp: 251- 264

Case: GeneralElectric-PP:294

14 Service Market Triangle-External

Marketing, Internal Marketing,

Interactive Marketing

Handout will be

provided in advance

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Unit-4: Services Marketing Practices in Key Sectors

15 Bank Marketing, Insurance

Marketing & Mutual Fund

Handout will be

provided in advance

Case: Kotak

Mahindra-


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Marketing PP:272

16 Bank Marketing, Insurance

Marketing & Mutual Fund

Marketing

Handout will be

provided in advance

Case: ICICI

Bank -PP:98

17 Retail Marketing Handout will be

provided in advance

Case:

IndiaFoods.com

-PP:367

18 Hospitality Marketing & Other

Sectors

Handout will be

provided in advance

Case: Jet

Airways-

PP:299

Unit-5: CRM

19 Introduction to CRM,

Customer lifetime Value

Text Book,Chapter

12; pp: 378- 388

20 Customer Acquisition Handout will be

provided in advance

21 Customer Loyalty and

Customer Win-back,

Handout will be

provided in advance

22 Customer Privacy, Data

Warehousing, Data Mining.

Handout will be

provided in advance

Case: To be

handed out later

23 Project Presentation & Evaluation

24 Project Presentation & Evaluation

25 Course Review & Revision


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Questions for Xanadu Case study:

1. Identify the tangible and intangible components of Xanadu's market offering.

2. Identify the perishable and non-perishable components of Xanadu's market offering.

3. Identify the various points of interaction between Xanadu and its customers, before, during and

after attending a program.

4. List those components of Xanadu's market offering, which are likely to be subject to greater

variability. For which reasons?

5. Assume that members of your group are going to attend a program of Xanadu, next week.

Tabulate the expectations of individual members on different components of Xanadu's services.

Identify possible reasons for variations between the expectations of group members.

6. List out at-least three possible instances of application of Servuction Model with respect to

Xanadu.

7. Imagine any one single classroom session at Xanadu and apply the Service Theatre concept to

it. List out the preparation required (by Xanadu) to satisfy the customers (students attending the

class).

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