PAPER No. DC II-MS: 3.1
SERVICE MANAGEMENT
Learning Objective: The course aims to provide an understanding and to acquaint the participants with decision making in planning, design, delivery, quality and scheduling of service operations even in global scale. The participants are also expected to appreciate the role of service quality in emerging service economy of India in relation to international business environment.
Course Contents:
Unit I Lectures: 8
Introduction to Services: Nature of Services; Characteristics of Services Intangibility, Inconsistency, Inseparability and Inventory; Search, experience and credence attributes, Classification of Services; Consumer versus Industrial Services. Importance of Services Marketing; Every business a service business; Service as key differentiator for manufacturing industries.
Unit II Lectures: 10
Services Marketing Mix : Introduction to the 7 Ps of Services Marketing Mix; Product-Service Continuum; Standalone service products; Service products bundled with tangible products; Service Life Cycle. Services Distribution, Promotion, Pricing, People, Physical evidence, and Process
Unit III Lectures: 12
Matrix of Service Characteristics; Challenges in Operations Management of Services; Aggregate Capacity Planning for Services; Facility Location and Layout for Services; Job and Work Design- Safety and Physical Environment; Effect of Automation; Operations Standards and Work Measurement; Measurement and Control and improvement of Quality of Services;
Unit IV Lectures: 12
Concept of a Total Quality Service, Dynamics of Service Delivery System; Aggregate Planning for Services; Scheduling for Service Personnel and Vehicles; Inventory Management in Services; Supply Chain and Distribution of Services; Total Productive Maintenance (TPM) in Services, Case Studies of Exemplary Professional Services. Concept of Total Quality (TQ) in Services; Determinants of Service Quality; Components of TQ Loop; Elements of a TQM System; Developing Service Quality Culture and Ethics: Trust, Values, Integrity and Responsibility;
Unit V Lectures: 14
Quality Policy and Organisation; Service Quality Costs, Design for Quality, Failsafing, Service Quality Deployment, Benchmarking, Q-7 and new Q-7 Tools; Assessment of Customer feedback and Satisfaction , Walk-Through Audit, Use of scales like SERVQUAL and LODGESERVE; Service Quality Gaps Analysis; Customer Value Analysis; Human aspects of Service Quality ;Total Employee Involvement and Empowerment; Suggestion System; Benchmarking; Implementing Service Quality: Complaints Handling and Service Recovery; Unconditional Service Guarantee and Refunds, Integrating Service Quality with Environment, Safety and Supply Chain; Total Service Quality Management Systems; Assessment, Accreditation and Audits.
Text Books:
1. Albrecht, K., & Zemke, R.(1985) Service America: Doing Business in the NewEconomy.Illinois: Dow Jones Irwin.
2. Collier, D.A. (1987) Service Management: Operating Decisions. New Jersey: Prentice Hall.
3. Zeithami Valarie A Gremier,Dwayne.D Bitner,Mary Jo and Pandit,Ajay :Services Marketing (6th ed.). Tata McGraw Hill
References
1. Bowen, D. E., Chase, R. B., & Cummings, T. G. (Eds.) (1990). Service Management Effectiveness (2nd Ed.). San Francisco. Josey Bass.
2. Bowmen, D.E. (1985)Service Management Effectiveness: Balancing Strategy, Organization and Human Resources. Operations and Marketing. San Francisco: Josey Bass.
3. Haksever, C., Render, B., Russell, R.S., & Murdick, R.G. (2000). Service Management and Operations. (2nd Ed.). New Jersey: Prentice Hall.
4. Fitzsimmons, J.A., & Fitzsimmons, M. (1994). Service Management for Competitive Advantage. New York. McGraw Hill.
5. Fitzsimmons, J.A., & Sullivan, R.S. (1982). Service Operations Management. New York. McGraw Hill.
6. Heskett, J.L. (1990). Service Breakthroughs. Changing the Rules of the Game. New York: Free Press.
PAPER No. DC II-MS . 4.1
MARKETING OF SERVICES
Learning Objective: The course is designed to equip students with the knowledge of marketing of all types of services.
Course Contents:
Unit I Lectures: 10
The emergence of service economy: contributory factors, consumption pattern analysis, economic transformation Unique aspects of services: goods, services, products, managerial challenges
Unit II Lectures: 10
Marketing mix: concept of value and value drivers, extended framework Service marketing system: production, marketing, human resources, sequential analysis.
Unit III Lectures: 10
Service system positioning: service delivery process, blueprinting Service buying behaviour; difference in perspective, risk analysis, decision process.
Unit IV Lectures: 10
Service marketing strategy; segmentation, targeting and positioning, market innovation Competitive differentiation; competitive advantage and value chain analysis
Unit V Lectures: 16
Service quality; concept, technical and functional quality, Service quality models and measurement Demand and supply imbalances management; challenges and strategies; Service culture; managing by values, recovery and empowerment; Relationship building: relationship marketing, bonding and life time value Service industries: insurance, banking, air transportation, courier, education etc.
Text Books:
1. Fisk, R. P., Grove, S. J., & John, J. (2008). Interactive services marketing. New York. Houghton Mifflin.
2. Glynn, W. J., & Barnes, J. G. (2006). Understanding services management. Integrating marketing, organizational behaviour, operations and human resources management. New Delhi: Prentice Hall.
References:
1. Gronroos, C. (2004). Service management and marketing. A customer relationship management approach. New York: John Wiley.
2. Hoffman, K. D., & John, E. G. B. (2006). Marketing of services. Concepts strategies and cases. New Delhi. Thomson-South Western.
3. Lovelock, C., & Chatterjee, J. (2006). Service marketing. people technology and strategy.
4. Shanker, R. (2002). Services marketing. The Indian perspective. New Delhi. Excel Books.
PAPER No. DC II-MS 5.1
MANAGEMENT OF INSURANCE SERVICES
Learning Objective: The study of this paper will help the student to learn and understand the basic principles of insurance, the basic laws and regulations concerning insurance industry and policyholders.
Course Contents:
Unit I Lectures: 10
Origin of Insurance, Concepts: Meaning of Insurance, Definition, Nature, Functions, History of Insurance & Different Classifications: Comparison of Life Insurance with other Insurances.
Unit II Lectures: 12
Basic Principles of Insurance: Key concepts, Economic Principles, Principles of insurance Proximity Cause. The Insurance Regulatory and Development Authority Act, 1999 (as amended). The Regulatory Body- IRDA- functions, powers, and role. Self-regulation by insurers.
Unit III Lectures: 12
The Insurance Market and organizational structure, functional processes, distribution channels (traditional and alternate), types of insurances , various forms in use, policy forms and their construction, parts, terms/conditions, exclusions, clauses, memos, riders and warranties. Rating practices, premium payment regulations, claim procedure & management, survey & assessment (types, methods and functions involved)
Unit IV Lectures: 10
Principles of Life Insurance, Financial Planning and Insurance, Life Insurance Products Pensions and Annuities, Risk Assessment & Underwriting Premium Setting, Product development, Design and Evaluation, Reinsurance Claims Management, Marketing and Servicing and IT Applications in insurance.
Unit V Lectures: 12
Principles of General Insurance, General Insurance Products (Fire, Motor & health), Terminology, Perils, Clauses and Covers, Risk Assessment & Underwriting, Product Design, Development and evaluation, Loss prevention and control, Claims Management, Reinsurance, Marketing and Servicing and IT applications
Text Books:
1. D. S. Hansell. Elements of Insurance (1979). Macdonald & Evans.
2. W. A. Dinsdale & D. C. Macmurdie, Elements of Insurance (1980). Pitman Publishing Ltd. London.
References:
1. S. R. Diacon & R. L. Carter(1984). Success in Insurance. John Murray (Publishers) Ltd. London.
2. P.S.Palande, R. S. Shah & M. C. Lunawat, Insurance in India. Response Books.
3. The Institute of Company Secretaries of India, Banking & Insurance- Law & Practice (2010). Taxmann.
4. F. G. Crane, Insurance (1980). Principles and Practice. John Wiley & Sons, New York.
5. Julia Holyoake & Bill Weipers (2002). Insurance. Institute of Financial Services, (UK).
6. Principles of Insurance. Insurance Institute of India, Mumbai. IC- 01.
PAPER No. DC II-MS. 6.1
MANAGEMENT OF TOURISM SERVICES
Learning Objective: The course aims to provide an understanding of development of tourism, its impact, tourism agencies, travel agencies, marketing and other issues related to tourism.
Course Contents:
Unit I Lectures: 12
Development and Impact of Tourism in India: Characteristics of Modern Tourism and Tourist Behaviour: Economics of Leisure and Tourism; Tourism Impact Assessment; Sustainable Tourism Activities; Tourism Products: Natural Attractions & Eco Tourism Cultural Attractions, Conventions, Incentives, Sports & Adventure , Life Style Tourism, Ethnic Roots Tourism, Theme Parks; Tourist Product Life Cycle;
Unit II Lectures: 10
Tourism Agencies: Civil Aviation, Railways, Surface Transportation, External Affairs, Forest and Archaeological Survey of India, National Trade Organization (TAAI, IATO, FHRAI etc.), and International Organizations (WTO, PATA, ASTA, UFTAA, ICAO, IATA, etc.).
Unit III Lectures: 12
Tourism Marketing: Concepts and Importance; Tourism Marketing Mix; Tourism Pricing: Methods of Pricing; Tourism Promotion; Advertising Costs; Steps in Planning Promotional Campaign; Tourist Publicity: Key Success Factors; Measuring Marketing Effectiveness; Global Trends and Cases from different Countries on Best Practices of Tourism Marketing Activities.
Unit IV Lectures: 10
Travel Agency Management: Travel agencies-role-functions-types ownership linkages-arrangements, negotiations with Airlines, Transparent Agencies-CRSfunctions-various computerized reservation systems.
Unit V Lectures: 12
Tour Packaging Management – development-definition-types of – tour design process- destination research- market research- preparation-handling agency-negotiation costing and pricing of tour-Tour Brochure- development of research-marketing of tour-actual tour operation.
Text Books:
1. Mclntosh, Goldner, Ritchie(1995). Tourism: Principles, Practices, Philosophy- John Wiley. New York.
2. Burkart, A.J & Heinemann Medlik (1986). Tourism: Past. Present and Future. Professional Publishing. London.References:
1. Negi, Jagmohan (2004). Travel and Tourism. Anmol Publication . N. Delhi.
2. Dixit, M. (2010). Profiles of Indian Tourism. Royal Book House . Lucknow.
3. Middleton- Victor T.C. (1994). Marketing in Travel and Tourism. Oxford.
4. Brunt, Paul-(1997) Market Research in Travel and Tourism, Butterworth Heinemaun.
5. Negi Iagmohan, (2006). Travel Agency and Tour Operation, Anmol publication. N. Delhi.
PAPER No. DC II-MS: 7.1
MANAGING SERVICES FOR NOT FOR PROFIT ORGANIZATIONS
Learning Objective: The course aims to acquaint the students with fundamental principles of not for profit organizations. It will also develop analytical skills required for such organizations organizational design, governance, human resource and system management.
Course Contents:
Unit I Lectures: 11
Theories of NGO Management. Problems of Accountability, Transparency and Governance. Concepts of Community and Social Capital and The Context of Civil Society.
Unit II Lectures: 11
Typology of NGO and NGO Activity; NGO Activities in Political Advocacy, Policy Change and Development. NGO Relations with Communities and Grassroots Organizations. Government, Donors and Philanthropic Agencies;
Unit III Lectures: 8
Analysis of NGO Roles as Project Implementers., project manager, advisors to local communities, Technical Assistance Providers, implementers of community activities, sponsors of pilot projects, mediators, Intermediaries, Partners, and Advocates
Unit IV Lectures: 10
NGO Legal and Regulatory Framework; Accountability to Donors, Governments Stakeholders. NGO Organizational Design. Human Resource, Performance Measurement, Efficiency and Sustainability Measures.
Unit V Lectures: 16
Strategies for NGO Growth, Fundraising and Income Gene ration Strategies and Practices. Management of Development and Social Sector Projects. Logistics , Analysis, Implementation, Monitoring and Evaluation of Interventions. Dealing with Community Pressures , and Local Cultural Issues . Use of Information Technology In Managing NGOs.
Text Books:
1. Berman, E.M. Productivity in Public and Non-Profit Organizations: Strategies and Techniques. New Delhi: Sage, 1998.
2. Chandra, P. (2005). NGOs in India: Role, guidelines & performance appraisal. New Delhi: Akansha Publishing house.
References :
1. CAPART. (1999-20002). Prayas case studies of NGO success in rural development. New Delhi. CAPART.
2. De Neufville, R., & Desousa, L. (2009). Government NGOs and anti corruption vices and virtues. London. Routledge.
3. Drucker, P. F. (1992). Managing the non-profit organizations: Principles and practices. New York. Harper Business.
4. Tandon, R. (2003). Invisible yet widespread: The non-profit sector in India. PRIA New Delhi.
PAPER No. DC II-MS. 8.1
MANAGEMENT OF IT ENABLED SERVICES
Learning Objective: This course aims to introduce the students to the newly emerging area of IT enabled service sector and its competitive strength as against the traditional service sector.
Course Contents:
Unit I Lectures: 10
Introduction to IT Enabled Services, meaning of IT Enabled services, users of IT Enabled services, technology involved, deployment issues in establishment of IT Enabled services, Medical, Legal, E-Banking, E-Business,
Unit II Lectures: 12
Medical Transcription And Editing:- Medical Terminology Dictation Tapes, Transcribe all forms of medical reports, laboratory, Data, diagnostic assessments, and health records. Medical Records Management: American Association for Medical Transcription, Understanding Medical Records, Model Report Forms
Unit III Lectures: 10
An Overview Of Indian IT Law:- Introduction to Indian Judicial System, Introduction to indian Legal System, Understanding of IT Law. IT Act, 2000 with amendments: Scope, Electronic signature, Offences and punishment under the act.
Unit IV Lectures: 12
Court System And Legal Terminology:- Pronunciation, spelling, and definition of legal terms, phrases, abbreviations, symbols and reference source used by attorneys. The basic vocabulary of the language of the law includes attorney-client relations, contracts and agreements, criminal law, family law, and court terminology.
Unit V Lectures: 12
Legal Transcription And Editing:- The student will learn to process, format and transcribe a variety of law office documents. An intensive review of language skills will cover spelling, grammar, punctuation, sentence structure, proofreading, and editing. Students will develop a working knowledge of a variety of legal forms and documents including letters, memos, briefs, pleadings, agendas, transcripts, reports, and wills, Visual and Audio Aides will be provided for Legal and Medical Terminology, Legal and Medical Transcription and Editing.
Text Books:
1. Awad, E.M. (2002). Electronic Commerce: From Vision to Fulfillment. New Delhi. Prentice Hall of India.
2. Chen, S. (2001). Strategic Management of E-business. New York: John Wiley.
References :
1. Cunnigham, M. J. B-2-B (2001). How to build a Profitable E-Commerce Strategy. Massachusetts: Perseus Publishing.
2. Earle, N., & Keen, P. (2000)From .com to .profit: Inventing Business Models that Deliver Value and Profit. San-Francisco: Josse-Bas.
3. Turner, C. (2000)The Information e-conomy: Business Strategies for Competing in the Digital Age. London. Kogan Page.
4. Hagel, J., & Armstrong, A. G. (1997) Net Gain. Expanding Markets through Virtual Communities. Boston. Harvard Business School Pres.
5. Siebel, T. M. (2001). Taking Care of e-Business. New York: Currency.
6. Wilsdon, J. (1997). Digital Futures. New York. Butter Worth.
