Published on Business Studies (https://business.iisuniv.ac.in)

Home > SERVICES MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT

SERVICES MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT [1]

Paper Code: 
DBSG 611A
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 171: Understand about the conceptual aspects of enterprise

CO 172: Provide conceptual exposure on converting idea to a successful entrepreneurial firm.

CO 173: Analyze the environment for potential business opportunities and Develop Business Plan

CO 174: Evaluate the various sources of Finance

CO 175: Critically analyse the role of government bodies in promotion of entrepreneurship

Approach in teaching:

classroom lectures using Powerpoint presentation.

Learning activities for the students:

Group discussion, Case studies, Assignments, ppt presentations

Class assignments, presentations, Classroom activity, C.A. test, Semester End Examinations.

 

12.00
Unit I: 
Introduction to Service & Service Marketing

 

  • Services Marketing:Trends and developments in service sector; Meaning and nature of services;
  •  Distinctive characteristics of services and its marketing implications; Classification of services.
  • Concept of services marketing; Services marketing triangle
  • Factors for growth of service industry. Myths about services

 

 

12.00
Unit II: 
Marketing Mix for services

 

  • Marketing Mix: Meaning and importance of Marketing mix of services
  • Marketing mix elements for services- Elementary knowledge of 7 P’s. Service Product - Levels of service product, Service Product mix and its features, New service development process. Service blueprint.  Price mix , Place mix, Various Tools of Promotion mix. Expanded mix for service marketing - People, Process and Physical Evidence

 

 

12.00
Unit III: 
Service quality & Service Failure

 

  • Service Quality – Meaning & importance. Service quality dimensions used by service users. GAP model of service quality (Gaps, reasons, remedy). SERVQUAL model
  • Service encounter- meaning, type. Service failure – meaning, reasons. Service recovery- meaning, strategies

 

 

12.00
Unit IV: 
Customer Relationship Management: Introduction

 

  • Customer Relationship Management: Concept, Nature and Relevance of CRM
  • Types of CRM, Objectives & Context of CRM, Purposes of Adopting CRM Processes, Features of CRM, Functions of CRM

 

 

 

 

12.00
Unit V: 
CRM in Marketing

 

  • Target marketing, relationship marketing, CRM marketing initiatives- Cross selling, up selling, customer prediction, customer profitability and value modeling, channel optimization, personalization, event based marketing
  • E-CRM – concept& benefits

 

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

  • Vikalpa (P+O) (http:// sagepub.com)
  • FIIB Business Review (http:// sagepub.com)
  • Harvard Business Review (www.hbr.org [4])

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 [5]

Follow Business Studies on:

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India Phone:- +91-141-2400160-61, 2397906-07, Fax: 2395494, 2781158

Source URL: https://business.iisuniv.ac.in/courses/subjects/services-marketing-and-customer-relationship-management

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/services-marketing-and-customer-relationship-management
[2] https://nptel.ac.in/courses/110105038
[3] https://www.businessmanagementideas.com/crm/customer-relationship-management/customer-relationship-management-crm-introduction-what-is-objectives-notes-examples/18371
[4] http://www.hbr.org/
[5] https://business.iisuniv.ac.in/academic-year/2023-2024