Managing Services


Prof. Jayanta Chatterjee

IIT Kanpur

*Additional GST and optional Exam fee are applicable.

SKU: IIT Kanpur Category:


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.


BBA/ MBA students and Working Executives in Service Industries


Tourism, Hospitality, Healthcare, Retail, Media, Entertainment and E-Service organisations


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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.

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Total hours


Certification Process

1. Join the course
Learners may pay the applicable fees and enrol to a course on offer in the portal and get access to all of its contents including assignments. Validity of enrolment, which includes access to the videos and other learning material and attempting the assignments, will be mentioned on the course. Learner has to complete the assignments and get the minimum required marks to be eligible for the certification exam within this period.

COURSE ENROLMENT FEE: The Fee for Enrolment is Rs. 2000 + GST

2. Watch Videos+Submit Assignments
After enrolling, learners can watch lectures and learn and follow it up with attempting/answering the assignments given.

3. Get qualified to register for exams
A learner can earn a certificate in the self paced course only by appearing for the online remote proctored exam and to register for this, the learner should get minimum required marks in the assignments as given below:

Assignment score = Score more than 50% in at least 6/8 assignments.
Exam score = 50% of the proctored certification exam score out of 100
Only the e-certificate will be made available. Hard copies will not be dispatched.”

4. Register for exams
The certification exam is conducted online with remote proctoring. Once a learner has become eligible to register for the certification exam, they can choose a slot convenient to them from what is available and pay the exam fee. Schedule of available slot dates/timings for these remote-proctored online examinations will be published and made available to the learners.

EXAM FEE: The remote proctoring exam is optional for a fee of Rs.1500 + GST. An additional fee of Rs.1500 will apply for a non-standard time slot.

5. Results and Certification
After the exam, based on the certification criteria of the course, results will be declared and learners will be notified of the same. A link to download the e-certificate will be shared with learners who pass the certification exam.


Course Details

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


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