Page 195 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes

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Caselet Committees at Work

here is palpable excitement at ITM Business School, Navi Mumbai this academic
year. Ranked 25th overall and 5th in the ‘Wannabe’s List’ by Business Today*, it is
Twitnessing frenetic activity amongst the freshmen. The all-India profile students
have been divided into 20 committees under the catchall concept called ‘UTKARSH’
(Unleashing the Knowledge and Reaching Starry Heights). The B-school is practically run
and managed by these 20 committees. Ideated by its Dean and Director Prof. A K Dasbiswas,
and brainstormed amongst his faculty colleagues, some of the scope of UTKARSH includes:
Academic - to check on syllabus and look for continuous up gradation;
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Placement - to manage the long drawn out task of interacting with prospecting

employers for successful placements;
Admission - to wholeheartedly participate in the entire process of student acquisition;
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Competitions - to effectively manage the total participation of students in all
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prestigious inter-B-school competitions. 2004-05 had been an extremely satisfying
year for ITM, having won over ten competitions including the Tata Business Model
Contest, IIM Ahmedabad/National Innovation Foundation Business Model
Competition for grass roots innovation and having come up to the semi-final contest
in the ‘Imagine Cup’ conducted by Microsoft.
Cultural Events - to organize and participate in cultural events;
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Code of Conduct - to oversee the corporate governance inside the campus and
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amongst the student fraternity;
Social Initiatives - to work and manage social initiative projects like ‘ownership’ of
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village uplifting activities;
Publications and journals - to manage the publications of research and case studies

in the institute.
The Infrastructure Committee’s mandate is to keep the campus in spick-and-span condition
including hostels, classrooms, the quality of drinking water and toilets, etc. The entire
campus, with a quadrangle inside has the looks of a modern-day castle (it is an oft-chosen
location for film-shoots, like Madhoshi). It bristles with features like wi-fi connectivity
and India’s first simulation lab for financial market analysis. The IT Committee seeks to
be the support arm in maintaining the entire networks for the campus.
Source: Business Today, June 15, 2005
Customers can be influenced to be part of the communication programmes of the service marketer.
By promoting the relationship with the customers to that of an advocate word-of-mouth and
referrals can be used by the service marketer to its advantage. A university getting donations
from alumni and a restaurant benefiting from its patrons spreading the good word are some of
the examples of customer participation.

Compatibility Management or Managing the Variety of Customer Profiles

Service marketers are challenged during their service delivery, when handling groups of
customers, like in a restaurant, airline flight, a concert or in tourism. The customers come from
different backgrounds having different needs and characteristics. This alone makes the service

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