Services Marketing

Paper Code: 
BSG 424
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

The course will enable students to - 1. Acquaint the students with the emerging service sector of economy. 2. Impart conceptual knowledge and analytical skills to the students to be able to manage various aspects related to marketing of services of a service firm.

COURSE OUTCOMES(Cos):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG 424 

Services Marketing 

(Theory)

The students will be able to –

 

CO89: To acquire the conceptual understanding of the services and will be able to differentiate between marketing of tangible products and intangible services.

CO90: To gain an in-depth understanding of various elements in marketing mix of services for effective functioning of a service firm.

CO91: Develop the skills which will enable them to deal successfully with the strategic issues related to marketing of services. Students will develop research based orientation for conduction of research work associated with different services.

 

CO92: Understand the concept of service quality, respective models and strategy to increase the effectiveness of organizations. 

CO93: Analyze the  marketing mix of some of  the  popular services used in the country.

Approach in teaching:

 

Concept based Lecture supported with live examples, Power point presentation, Class room discussion, Sharing web links

 

Learning activities for the students:

 

Self- learning assignments, Students will be asked to prepare research proposal 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

 

 

 

 

 

 

18.00
Unit I: 

Introduction to Services & Services marketing: Services -Concept of, Characteristics .Difference between Goods and Services, Classification of services Concept of Service Marketing, components of service marketing, Goods and service continuum. Significance of services marketing.

18.00
Unit II: 

Marketing Mix for services: Marketing Mix: Meaning and importance of Marketing mix of services. Marketing mix elements for services-Product - Levels of service product, Service Product mix and its features, New service development process. Price mix ,Place mix, Various Tools of Promotion mix.Expanded mix for service marketing - People, Process and Physical Evidence. Service marketing Triangle

18.00
Unit III: 

Strategic Issues in Services marketing: Segmentation- concept. Basis for segmentation. Targeting- concept , strategies, Positioning-meaning & importance. Marketing research in services marketing- concept & process.

18.00
Unit IV: 

Service quality – meaning, importance. Dimensions used to measure service quality. GAP Model of service quality. Total Quality Management : Meaning, principle, effects. Quality Circles: definition, benefits, structure. Service encounter- meaning , type. Service failure – meaning , reasons . Service recovery- meaning, strategies. Customer retention- meaning, benefits.

18.00
Unit V: 

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

Essential Readings: 

1. Apte Govind, “Services Marketing”. Oxford Higher Education.

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

3. Balaji B. “Services Marketing And Management”, S.Chand & Company Pvt. Ltd.

4. Verma, Harsh, V., “Services Marketing: Text & Cases”. Pearson Education, New Delhi.

5. Services Marketing, Rao, K Rama Mohan. Pearson Education.

6. Chowdhary, Nimit. Textbook of Marketing of Services : The Indian Experience. Macmillan Publishers India

7. Jha S. M., “Service Marketing”, Himalaya Publishing House.

References: 
  1. Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.
  2. Valarie A. Zeithaml& Mary Jo-Bitner: Services Marketing-Integrating Customer Focus Across the Firm.
  3. Christian Gronroos.  “Services Management and Marketing : Customer Management in service competition”. Wiley Higher Education.
  4. Hoffman, K.D. & Bateson, J.E.G., “Marketing of Services”, Cengage Learning, New Delhi.
  5. Shajahan, S. “Services Marketing – Concepts, Practices & Cases From Indian Environment”. Himalaya Publishing Company.
  6. Payne , A. “The Essence of Services Marketing”. Prentice Hall.
  7. Nargundkar, R. “Services Marketing. Text & Cases. Tata McGraw Hill Education Private Limited.

Note: Latest edition of the readings may be used.

 

 

 

Academic Year: 
2020-2021
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