Bangladesh Institute of Management

4 Sobhanbag, Mirpur Road, Dhaka-1207

POST-GRADUATE DIPLOMA IN MARKETING MANAGEMENT
Subject: Service Marketing
Full Marks: 100

Sl.
No.
Chapter Topics Class No. Speaker
1 Introduction to
service marketing
Objectives, Definitions, Types, Features,
Challenges, Implications of Service features,
Service triangle, Service Marketing Mix.
1-2 (Session
1,2,3,4)
NM
2 Customer
involvement in
service encounters
Servuction model, Gap Model Analysis,
Expectancy Disconfirmation Model, Analyzing
Customer Gap, Consumer Behavior in Service,
Customer Decision Making and Evaluation of
Service, Zone of Tolerance, Service Encounter,
Managing Encounters, Service Encounter
Cascade,Critical Service Encounters Research,
Common Themes in Critical Service
Encounters Research.
3-5 (Session
5,6,7,8,9,10)
NM
3 Positioning
Services in
competitive markets
Positioning, Types of Positioning, Principles of
Positioning Strategy, Effective Positioning
Strategy, Using Positioning Maps to Analyze
Competitive Strategy, Elements of Positioning,
Positioning Methods
6-7(Session
11,12,13,14)
NM
4 Designing the
communication mix
for services
Challenges of Service Communications,
Marketing Communications Planning,
Marketing Communications Mix for Services,
Service Branding Model, The 5 Ws Model,
Common Educational and Promotional
Objectives in Service Settings, Messages
through Marketing Channels, Messages through
Service Delivery Channels, Ethical Issues in
Communication, The Role of Corporate Design,
IMC.
8-9 (Session
15,16,17,18)
NM
5 Class Test MCQ, Short Question and One Descriptive
Question.
10(Session
19,20)
NM
6 Pricing and revenue
management
Objectives for Pricing of Services, Pricing
Strategy, Approaches to Pricing, Revenue
Management: What it is and How it works,
Ethical Concerns in Service Pricing, Designing
Fairness into Revenue Management, Putting
Service Pricing into Practice.
11 (Session
21,22)
NM
7 Customer education
& service
promotion
Helping customer evaluate offerings and
highlight differences that matter, customer
involvement in production, Promote
Contributions of Service Personnel.
12(Session
23,24)
NM
8 Creating the service
product
Service Development and Design, New Service
Development Process, New Service Strategy
Matrix for Identifying Growth Opportunities,
Service Mapping/Blueprinting, Building a
Service Blueprint.
13-
14(Session
25,26,27,28)
Guest
Bangladesh Institute of Management
4 Sobhanbag, Mirpur Road, Dhaka-1207

9 Designing and
managing service
processes
Service Blueprinting, Improving Reliability and
failure Proofing, Process Redesign, Managing
Customer in Service Process, Managing
Difficult Customer.
15(Session
29,30)
NM
10 Distributing
services
Distribution in a Services Context, the Flow
Model of Distribution to Services, Determining
Type of Contact: Options for Service Delivery,
Options for Service Delivery, Place and time
decisions, Splitting Responsibilities For
Supplementary Service Elements, The
Challenge of Distribution.
16-17
(Session
31,32,33,34)
Guest
11 Managing people
for service
advantage
Employees Roles in Service Delivery,
Importance of Service Personnel, Boundary
Spanning and Role Stress, Emotional Labor,
Cycle of Failure, Service Sabotage, Cycle of
Success, The Service Talent Cycle for Service
Firms, Hiring the Right People, Building High-
Performance Service Delivery Teams.
17-18
(Session
35,36,37,38)
NM

Book References:
a. Essentials of Service Marketing - K. Douglas Hoffman &Jhon E. G. Bateson
b. Service Marketing Lovelock,c&Writz, J.

Paper Leader:
Nirjhar Mazumder
Associate Management Counsellor
Bangladesh I nstitute of Management
4, Sobhanbag, Mirpur Road, Dhaka-1207
Cell: 01511 111 222
E-Mail: mazumdernirjhar_bim@yahoo.com