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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Service Marketing | Business Studies

Service Marketing

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Paper Code: 
BSG 424
Credits: 
6
Contact Hours: 
90.00
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.

18.00
Unit I: 
Introduction:
 

Concept of Services, Characteristics, Difference between Goods and

Services, Concept of Service Marketing, Significance, Importance of Services in

International Marketing, Emerging key services.

 

18.00
Unit II: 
Marketing Mix:
 

 Concept of Marketing mix of services,Relevance,Importance,Types of

marketing mix of services-Product, Price ,Place,Promotion,People,Process and Physical

Evidence.

 

18.00
Unit III: 
Total Quality Management :
 

 Concept, Service Quality, TQM-Dimensions, Effects,

Quality Circles

 

18.00
Unit IV: 
Bank Marketing:
 

Concept, Need, Importance, Marketing mix for banking services.

Insurance Marketing-Concept, Need, Importance, Marketing mix for insurance services

 

18.00
Unit V: 
Tourism Marketing:
 

 Concept, Need, Importance, Marketing mix for tourism services

 

Essential Readings: 

1. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.

2. Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition

3. Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004.

References: 

1. Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.

2. Apte Govind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition.

Academic Year: 
2015-2016
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