SERVICES MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT PRACTICAL

Paper Code: 
DBSG 612A
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO186: Appraise the emerging trend of service sector.

CO 187: Analyze marketing mix of different services.

CO 188: Critically examine service quality and recovery strategies of different service providers.

CO 189: Appraise the emerging trend and challenges relating to CRM.

CO 190: Analyze various CRM in marketing initiatives

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Reading assignments.

 

Learning activities for the students:

Group Discussions/ Class presentation 

 

Quiz, test, assignments and viva-voce

 

6.00
Unit I: 
Introduction to Service & Service Marketing

 

  • Presentation on -

Emerging trends in service sector,

Contribution of service sector to economy,

Challenges and Issues in Services Marketing

  • Case study discussion on relating to service sector

 

6.00
Unit II: 
Marketing Mix for services

 

  • Presentation on - Marketing mix of different services

 

 

6.00
Unit III: 
Service quality & Service Failure

 

  • Preparation and presentation of report on concept of -

SERVQUAL model or Service failure and recovery strategy adopted by a service firm

 

 

6.00
Unit IV: 
Customer Relationship Management: Introduction

 

  • Presentation on -

Emerging trends in Customer relationship management

Challenges and Issues in CRM

  • Case study discussion relating to CRM

 

 

6.00
Unit V: 
CRM in Marketing

 

  • Presentation regarding various CRM in marketing initiatives
  • Case study on CRM in marketing
Essential Readings: 
  • Apte G. Services Marketing. Oxford Higher Education.
  • Balaji,B.  Services Marketing and Management- S.Chand.
  • Jha S. M. Service Marketing. Himalaya Publishing House.
  • Rao, K Rama Mohan. Services Marketing. Pearson Education.
  • Dyche, J. THE CRM HANDBOOK: A Business Guide to CRM. Pearson Publication.
  • Mukherjee, K. Customer Relationship Management – A Strategic approach to marketing. Prentice Hall of India Private Limited, New Delhi.

 

References: 
  • Lovelock, C. H., Wirtz, J. & Chatterjee, J. Services Marketing- People, Technology, Strategy. Pearson Education.
  • Valarie A, Z., Mary, J. B., & Dwayne D, G.. Services Marketing: Integrating Customer Focus Across the Firm. McGraw Hall.
  • Shajahan, S. Services Marketing – Concepts, Practices & Cases from Indian Environment. Himalaya Publishing Company.
  • Rai, A.K. CRM Concept & Cases. Prentice Hall of India Private Limited, New Delhi.

e-RESOURCES

JOURNALS:

  • Indian Journal of Marketing
  • Journal of Marketing
  • Marketing Management
  • Prabandhan
  • International Journal of Electronic Customer Relationship Management
  • International Journal of Customer Relationship Management

 

 

 

Academic Year: 
2023-2024
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