Managing Services

By Prof. Jayanta Chatterjee   |   IIT Kanpur
Learners enrolled: 1335
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

INDUSTRY SUPPORT    : Tourism, Hospitality, Healthcare, Retail, Media, Entertainment and E-Service organisations
Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 2
Level : Postgraduate
Start Date : 25 Jul 2022
End Date : 16 Sep 2022
Enrollment Ends : 08 Aug 2022
Exam Date : 25 Sep 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

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

Books and references

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

Instructor bio

Prof. Jayanta Chatterjee

IIT Kanpur
Prof. Jayanta Chatterjeeis is an Adjunct Senior Professor of Marketing, Sales and Strategy in the Department of Industrial and Management Engineering at IIT Kanpur. An Electrical Engineering graduate from Jadavpur University, M.Tech and PhD from IIT Delhi. Prof. Chatterjee has eighteen years of Management teaching experience in India and abroad and 30 years of hands on management experience in different countries. He has risen through Sales, Marketing, Project Management, Technology and Business development functions in top multinationals like Siemens, Allen Bradley, and Rockwell International to CEO and Executive Director positions. He has founded two successful start-ups and mentored many. His earlier courses on Marketing Management I and II, Strategic marketing and Managing Services on NPTEL are well subscribed. The book on Services marketing co-authored by Prof Chatterjee and published by Pearson India is also well known. 

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 25 September 2022 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
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. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

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.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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