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†Service is the key economic engine for most developed countries and also for emerging economies like India.† This course focuses on the interdisciplinary nature of Service Management seamlessly spanning Marketing, Operations, Technology and People Management. New Service Business Models will be explored that seek to balance People, Planet concerns with Profit objectives.

Week

Topics

1.

What is Service?/Evolving Service Markets/The Service Customers/Product Service Systems/The Service Act††† Seamless Service

2.

†Service Management Elements/Core Vs. Supplementary Services/Intangibility of Services/Response to IHIP Challenges/Process & Promotion/Process Issues in Service

3.

Challenges of Services-1/Service Uniqueness-2/Consumer in the Services Flow-1/Service Consumer Behaviour-2/Customer Co Creation of Services-1/Customer Co Creation of Services-2

4.

Positioning the Service Offering/Important Vs. Determinant† attributes/Positioning & Brand Creation/Positioning Maps/Designing & Managing Service as a Process/Balancing Demand & Capacity

5.

Service Logistics & Service Channels/E-Services/Service Failure/Service & the New Media/Service Recovery/Integrating People & Process for Service Leadership

6.

Pricing Fundamentals/Pricing Fundamentals/Service Pricing/Service Pricing/Revenue Management/Revenue Management

7.

Managing Service Productivity/Developing the Relation Focused Service Excellence/Customer as Co-creator

8.

Service Entrepreneurs/Service Professionals/Service Business Models/Service Globalization/Creating Customer focused Service Leadership

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Main Text :  Services Marketing by Wirtz, Lovelock and Chatterjee, Pearson India, 8th Edition
                            
Add on reference :  Service Operations Management by Johnston, Clark and Shulver, Pearson India, 4th Edition

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