Documentos de Académico
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The course has been designed to familiarize students with the characteristics of services, their implications on design and delivery, and highlight the role of coordinated organizational effort through marketing, human resources and operations in gaining sustainable competitive advantage. In this course you will learn:
How marketing in service-producing organizations differs from marketing in manufacturing organizations; Strategies and tactics for addressing these challenging differences; Decision-making tools, such as the GAPS model of service quality;
Text Book Services Marketing: People, Technology and Strategy: Christopher Lovelock, Jochen Wirtz and Jayanta Chaterjee, Pearsons, 7th edition.
Product to ServicesThe Challenges The Gaps Model The Services Marketing Mix
Managing Customer Behavior Accommodation versus Reduction Customer Expectation Management Customer Experience Management Case Rapid rewards at SW airlines
Challenges of Measuring Service Quality Measures of Service Quality Dimensions of Service Quality SERVQUAL Customer Satisfaction Metrics CASE StarbucksDelivering Customer Service Impact of service failures versus product failures. Nature of complaining behavior Complaint Resolution Index Service Recovery Process The challenge of Service Guarantee Case of complaining customer The problem Services Design New Product Development in Services
of
4.
Service Recovery
5 & 6.
Service mappingDivergence versus Complexity Case: CVS Pharmacy Role of Servicescape and customers in Demand Management
Chapter 4 Creating new markets through service innovations. Note on service Mapping
CHAP 10
8.
9.
Strategizing on HRM
Supply and Demand considerations in Services Concept of Duration Management and Rate Fences Case: Shouldice Hospital Ltd. Employee Role in Service Delivery Service delivery and Organization Culture and Climate Managing knowledge Workers
Chapter 8, 9 Production line approach to Services Matching Demand and Supply in Services Chapter 11 Putting the Service Profit Chain to work Manage your Human Sigma
10.
Service Distribution
and
11.
Service Promotion
Challenge of Service communication. Service Advertising Strategies Transformational Advertising Case: Costs of service delivery Customer Profitability Measurement Revenue management Techniques Pricing for Industries having high fixed costs compared to variable costs. Price Discrimination and Segmented Pricing. Case: o GUEST FACULTY
12.
Service Pricing
Chapter 6
13
CRM
The module would enable you to become familiar with various concepts, perspectives and framework to understand the retail business.
Objective:
The objective of this module is to introduce the students to the domain of retailing - emphasizing on the basic concepts of retail management and the latest developments in retailing in the Indian context. This course plans to provide a strategic perspective of the retailing industry and how mangers can use the framework of Retail mix and each of its elements to optimize decision making. While the course focuses on the retail industry, the content of the course is useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or with entrepreneurial interest. Text Book Managing Retailing - Sinha and Uniyal
Session 14 Introduction to retailing Key points: Role of retailing Key drivers of Retail Global and Indian Retail overview Theories of Retail Development Retail institutions by ownership Building sustainable competitive advantage
Session 15- FINANCIAL STRATEGY Key points: Retail strategy and execution Evaluation of retailers financial strategy The Strategic Profit model
Retail presentation Retail store layout, design and visual merchandising Store planning
Session 19 PRICING AND BRANDING for retail store image Understand pricing strategies Retail communications strategy Strategic aspects of retail promotion
Evaluation criteria
Group Project (Service Blue print ) Site visit analysis - individual Quiz ( 2 ) Midterm End-term 20% 10% 20% 25% 25% 100%
Group Project Service blueprint and strategy Choose a specific firm's service offering to analyze. Develop a service blueprint for the service, and analyze the blueprint and service brand using course concepts. In particular, construct a detailed service blueprint, accompanied by relevant photos/images, for a particular service provider. Also discuss how the blueprint might be used to improve marketing and operations in the organization. Insights revealed by the blueprint as well as recommendations for service improvement and brand strategy based on your analyses will be part of this assignment. At the end of the course, the teams will present their work to the class. Site Visit retail individual Assignment.