Service is the key economic engine for most developed countries and also for emerging economies like India. This course focuses on the interdisciplinary nature of Service Management seamlessly spanning Marketing, Operations, Technology and People Management. New Service Business Models will be explored that seek to balance People, Planet concerns with Profit objectives.
INTENDED AUDIENCE: BBA/ MBA students and Working Executives in Service Industries
CORE/ELECTIVE: Elective Course
UG/PG: PG course
PREREQUISITES: None
INDUSTRY SUPPORT: Tourism, Hospitality, Healthcare, Retail, Media, Entertainment and E-Service organisations
748 students have enrolled already!!
ABOUT THE INSTRUCTOR:
Dr. Jayanta Chatterjee is a Professor in the Industrial Management Engineering Department as well as at the interdisciplinary Design Program, Indian Institute of Technology, Kanpur and a visiting Professor at Design Factory, Aalto University, Finland and School of Management, Asian Institute of Technology, Thailand.He is a graduate in Electrical Engineering from Jadavpur University and a PhD in Strategy and Technology management from IIT Delhi. Professor Chatterjee seamlessly moves between corporate and academic assignments as an erudite hands- on practitioner and a rigorous teacher-researcher. He has 15 years of experience in management teaching and research, and 28 years of top management experience in Sales, Marketing, Brand and Customer Equity management across different countries. Currently his research teaching, advisory services focus on Product Service Systems, Business Model Innovation and Creative Renewal.
Week 1 : What is Service?/Evolving Service Markets/The Service Customers/Product Service Systems/The Service Act Seamless Service Week 2 : Service Management Elements/Core Vs. Supplementary Services/Intangibility of Services/Response to IHIP Challenges/Process & Promotion/Process Issues in Service Week 3 : Challenges of Services-1/Service Uniqueness-2/Consumer in the Services Flow-1/Service Consumer Behaviour-2/Customer Co Creation of Services-1/Customer Co Creation of Services-2 Week 4 : Positioning the Service Offering/Important Vs. Determinant attributes/Positioning & Brand Creation/Positioning Maps/Designing & Managing Service as a Process/Balancing Demand & Capacity Week 5 : Service Logistics & Service Channels/E-Services/Service Failure/Service & the New Media/Service Recovery/Integrating People & Process for Service Leadership Week 6 : Pricing Fundamentals/Pricing Fundamentals/Service Pricing/Service Pricing/Revenue Management/Revenue Management Week 7 : Managing Service Productivity/Developing the Relation Focused Service Excellence/Customer as Co-creator Week 8 : Service Entrepreneurs/Service Professionals/Service Business Models/Service Globalization/Creating Customer focused Service Leadership
SUGGESTED READING MATERIALS:
Main Text : Services Marketing by Wirtz, Lovelock and Chatterjee, Pearson India, 8th Edition
Add on reference : Service Operations
Management by Johnston, Clark and Shulver, Pearson India, 4th Edition
CERTIFICATION EXAM :
The exam is optional for a fee.
Date and Time of Exams: April 28 (Saturday) and April 29 (Sunday) : Morning session 9am to 12 noon;
Exam for this course will be available in one session on both 28 and 29 April.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published.
CERTIFICATION:
Final score will be calculated as : 25% assignment score + 75% final exam score
25% assignment score is calculated as 25% of average of Best 6 out of 8 assignments
E-Certificate will be given to those who register and write the exam and score greater than or equal to 40% final score. Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kanpur. It will be e-verifiable at nptel.ac.in/noc.
