SERVICE MARKETING

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

COURSE OUTCOMES (COs):

Course Outcomes

 

Learning and teaching strategies

Assessment Strategies

 
 

CO 150: Appraise the basic concepts and scope of services and services marketing.

CO 151: Determine various elements in marketing mix of services. Students will analyze the process of developing new services.

CO 152: appraise the concept of quality in context of services, various models of service quality and allied concepts.

CO 153: Examine the purpose behind marketing of banking and insurance services. Students will also inspect about various elements in the marketing mix of these services.

CO 154: Evaluate the concept of tourism services and inspect different elements in marketing mix of tourism service.

 

Approach in teaching:

Interactive Classroom lectures, Assignments, PowerPoint presentations, Videos, Sharing reference reading materials and web links.

 

 

Learning activities for the students:

Case studies, Role plays, Student presentation, Group Discussions.

Assignments, Mid semester  test, Semester end examination, Quiz,  case study  Presentation

  

 

9.00
• Introduction: Concept of Services, Characteristics, 
• Difference between Goods and Services, 
• Concept of Service Marketing, Significance of service marketing
 
9.00
• Marketing    Mix:    Concept    of    Marketing    mix    of    services, Importance.
• Elements of marketing mix of services-Product, Price, Place, Promotion, People, Process and Physical Evidence
 
9.00
• Service Quality- Concept
• Total Quality Management: Concept, TQM- Dimensions, Effects
• Quality Circles
• Customer Retention-Concept and importance.
9.00
• Bank Marketing-Concept, Need, Importance, Marketing mix for banking services. 
• Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services
 
9.00
• Tourism Marketing- Concept, Need, Importance, 
• Marketing mix for tourism services
 
 
Essential Readings: 
• Jha S. M. Service Marketing. Himalaya Publishing House.
• Rao.K.R.M. Services Marketing. Pearson Education.
• Srinivasan R. Service Marketing-Indian Context. Prentice Hall of India Pvt.Ltd, New Delhi.
• Apte G. Service Marketing. Oxford University Press, New Delhi.
 
 
 
References: 
 
• Zeithmal,V., Bitner, M., Gremler, D., Pandit, A. Services Marketing – Integrating Customer Focus Across the Firm. Mc Graw Hill.  
• Rathmell, J.Marketing in Service Sector. Prentice Hall Of India,New Delhi.
• Lovelock, C, Wirtz,J., Chatterjee,J. Services Marketing –People, Technology, Strategy.Pearson Education.
 
e-RESOURCES
• Vikalpa (P+O) (http:// sagepub.com)
• Asian Journal of Management Cases (http:// sagepub.com)
 
JOURNALS 
• Indian Journal of Marketing
• Journal of Marketing
• Marketing Management
Academic Year: 
2022-2023
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