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 |
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Paper Code |
Paper Title |
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BSG 424 |
Services Marketing (Theory) |
The students will be able to –
CO109: Appraise the concept of the concept of services and will be services and will be able to evaluate the differences between marketing of tangible products and intangible services for successful marketing of services. CO110: Determine various elements in marketing mix of services and will be able to formulate such a marketing mix which leads to achievement of a service firm’s objectives. CO111: Develop the skills to discover and examine different strategic issues related to marketing of services.
CO112: Determine various key elements of marketing research process which will help them in conduction of research work associated with different services. CO 113: Appraise the concept of service quality, respective models and strategy to increase the effectiveness of organizations. CO114: Analyze the marketing mix of some of the popular services which will help them in better understanding of the issues related to marketing mix of services.
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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 |
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.
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
Strategic Issues in Services marketing: Segmentation- concept. Basis for segmentation. Targeting- concept , strategies, Positioning-meaning & importance. Marketing research in services marketing- concept & process.
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.
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
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.
Note: Latest edition of the readings may be used.
Note: Latest edition of the readings may be used.