Marketing Analytics (2024-2025)

Course Description

To focus on the research, strategy and application specific to decision-making in the highly competitive and rapidly growing services sector.

This course has been drafted to meet the growing need of corporate companies which are into I IT Enabled Services. Course Contents have been designed to fill the gap between academics, Computers and IT Enabled Service Sector. Theoretical concepts are backed by practical training which will provide knowledge about latest updates in IT enabled service marketing.

The Student shall develop the skills to understand the process involved in ITES and learn the management skills for ITES Projects. Basics of IT services management skill-set is imparted through this course

Course Outcomes (CO) / Learning Outcomes

CO 1

To provide insights into all basic terms of Services marketing.

CO 2

To study the Relevant Internet & Web Applications for ITES

CO 3

To give a perspective of the Indian service sector scenario.

CO 4

To give an insight on Global perspective of service marketing.

CO 5

To understand the functioning of various industries from service sector.

CO6

To study the Current Trends in Service Industries and Understanding Specific Service Industries

Course Content

Unit No.

Topics

Content

No of Sessions

1

Introduction to Services Marketing

Introduction to Services Marketing: Definition - Characteristics – Classification.

Services Marketing Mix: Understanding the 7 P’s Product, Price, Place, Promoter, People, Process & Physical Evidence.

Consumer Behavior in Services - Customer Expectations of Services - Customer Perceptions of Services – Evaluation of services Strategies for Services Marketing: Positioning & Differentiation

10

2

Introduction & Driving IT Enabled Service

Global Outsourcing Market

Introduction, Evolution of ITES, Key Drivers of ITES, India's Challenge in the IT Enabled Services

Key benefits of IT-enabled outsourcing, Global Outsourcing Market on a growth path: The Indian IT-Enabled outsourcing market

10

3

Strategies for delivering Service quality through IT Enabled e services

E-services Emergence & growing importance of e-services, Electronic Channels of Delivering Services, Challenges in distributing services through electronic channels, Future of delivering services: Impact of Artificial Intelligence, Big Data etc

10

4

Current Trends in Service Industries

Current Trends in Service Industries and Understanding Specific Service Industries: Financial, Hospitality, Health, Telecom, Consultancy, Logistics, Education, NGO, Public Utilities, ITCS, Travel & Tourism, and Professional Services

10

Learning Resources

1

Recommended Reference Book

1.      Nasscom’s Handbook on IT Enabled Services Nasscom

2.      MGI (McKinsey Global) reports 2006 and 2007- McKinsey Global excerpts

3.      ITES Case Studies from Wipro/ Infosys/ IBM etc. To be procured from Internet

4.      Service Level Management and SLA : resources Internet

2

Recommended Text Book

1.      Services Marketing, 4th e Zeithaml Valerie / Bitner Mary Jo. Tata McGraw-Hill

2.      Services Marketing, 6th e Lovelock, Christopher , Prentice-Hall, International Edition

3.      Marketing Services: Competing through Berry, Leonard L / Parasuraman, A.

4.      Quality Services Marketing, 2nd e Nargundkar, Rajendra. Tata McGraw Hill - 2006

5. Managing Services Promises Berry et al