Service Marketing

Paper Code: 
BSG 416
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.

9.00
Unit I: 
Introduction

Introduction: Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of service marketing

9.00
Unit II: 
Marketing Mix

Marketing Mix: Concept of Marketing mix of services ,Importance, Types of marketing mix of services-Product, Price ,Place,Promotion,People,Process and Physical Evidence.

9.00
Unit III: 
Total Quality Management

Total Quality Management: Concept, Service Quality, TQM-Dimensions, Effects, Quality Circles, Customer retention-Concept and importance.

9.00
Unit IV: 
Bank Marketing

Bank Marketing-Concept, Need, Importance, Marketing mix for banking services.
Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services

9.00
Unit V: 
Tourism Marketing

Tourism Marketing- Concept, Need, Importance, Marketing mix for tourism services

Essential Readings: 

1. Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition
2. Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004
3. ApteGovind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition

References: 

1. Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.
2. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.

Academic Year: 
2017-2018
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