Services Marketing                                                       MK656

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Course Outline

Prescribed Text

“Services Marketing : Integrating Customer Focus across the Firm” by Valarie A. Zeithaml & Mary Jo Bitner, 4th Edition (2006),  Tata McGraw Hill.

References

1.      “Services Marketing : People, Technology, Strategy”  by Christopher Lovelock, 4^th Edition (2001), Pearson Education (658.812 LOV)..

2.       “Service Marketing” by Rust, Roland T., Anthony J. Zahorik and Timothy L. Keiningham (1999), Addison-Wesley (658.812 RUS).

3.      “Service Management and Operations” by Haksever, C., Barry Render, Roberta S. Russell and Robert G. Murdick (2000), Prentice Hall (658.812 HAK).

4.      “Essentials of Services Marketing : Concepts, Strategies & Cases” by K. Douglas Hoffman & John E.G. Bateson, Second Edition (2002), Harcourt College Publishers (658.812 BAT).

Evaluation

1. Class Participation                 15%

2. Case Presentation  (Group)   15%

3. Quiz                                        15%

4. Assignments                          15%

5. End Term Examination              40%

 Course Schedule

Session-wise Schedule (for Session Nos. 1 to 6)

Note: Guideline questions for preparing case presentation are made available, wherevever necessary;

              otherwise the questions at the end of the case may be used.