This course will enable the students to acquire in-depth understanding of services and their marketing related issues.
Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course title |
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25BSG424 |
Services Marketing (Theory) |
CO109: Critically evaluate and categorize various types of services, distinguish them from goods, and appraise essential service marketing concepts and their significance in the contemporary business environment. CO110: Appraise the concept of marketing mix for services, demonstrating a deep understanding of its meaning, importance and various elements. CO111: Assess strategic issues in services marketing and demand management, appraise the intricacies of marketing research, and demonstrate the ability to design and execute comprehensive research processes. CO112: Interpret the concept of service quality, TQM, and Quality Circles along with critically analyzing service encounters, failures, recovery strategies, and their pivotal role in enhancing customer loyalty and retention. CO113: Evaluate and assess the marketing mix elements of banking, insurance and tourism services. CO114: Contribute effectively in course- specific interaction. |
Approach in teaching: Concept based Lecture supported with live examples, Case study discussion. Learning activities for students: Self- learning reading assignments, Group Discussions, Case study analysis. |
CA test, Observation, Quiz , Assignments, Presentation, Semester end examinations |
· · Strategic Issues in Services marketing:
· Segmentation- concept. Basis for segmentation. Targeting- concept , strategies,
· Positioning-meaning & importance.
· Marketing research in services marketing- concept & process
Service Demand management – Demand situations, Demand pattern , Demand management strategies
1. Lovelock, C. H., Wirtz, J. & Chatterjee, J. Services Marketing- People, Technology, Strategy. Pearson Education.
2. Valarie A, Z., Mary, J. B., & Dwayne D, G.. Services Marketing: Intergrating Customer Focus Across the Firm. McGraw Hall.
3. Grönroos, C. Service management and marketing: customer management in service competition. John Wiley & Sons.
4. Shajahan, S. Services Marketing – Concepts, Practices & Cases From Indian Environment Himalaya Publishing Company.
Note: Latest edition of the readings may be used.
e-Resources : https://nptel.ac.in/courses/110105038