Service Marketing

Paper Code: 
BSG 416
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

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.

Course Outcome(COs):

 

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG 416

Services Marketing
  1. Understand the basic concepts and scope of services and services marketing.
  2. Comprehend various elements in the marketing mix of services. Students will also know about the process of developing new services.
  3. Gain Familiarity with concept of quality in context of services, various models of  service quality and allied concepts.
  4. Understand the purpose behind marketing of banking and insurance services. Students will also gain knowledge about various elements in the marketing mix of these services.
  5. Gain familiarity of the  concept of tourism services and different elements in marketing mix of tourism service.

Approach in teaching

 

Concept based teaching through Powerpoint Presentation, Discussion on examples from the real world, Visit to service providing location

 

Learning activities for the students:

Reading assignments available online and offline, case study analysis

 

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, 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, Bombay.1st edition
  • Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.
  • ApteGovind.,” Service Marketing”,Oxford University Press,New Delhi.

 

References: 

 

·      

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

Academic Year: 
2020-2021
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