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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

Services Marketing | Business Studies

Services Marketing

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Paper Code: 
BSG 416
Credits: 
3
Contact Hours: 
45.00
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.

Course Outcome(COs):

 

 

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG 416

Services Marketing

CO140: Appraise the basic concepts and scope of services and services marketing.

CO141: Determine various elements in marketing mix of services. Students will analyze the process of developing new services.

CO142: appraise the concept of quality in context of services, various models of  service quality and allied concepts.

CO143: Examine the purpose behind marketing of banking and insurance services. Students will also inspect about various elements in the marketing mix of these services.

CO144: Evaluate the concept of tourism services and inspect 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  Presentati

 

9.00
Unit I: 

Introduction: Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of service marketing

9.00
Unit II: 

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
Unit III: 

Service Quality, Total Quality Management: Concept, TQM- Dimensions, Effects, Quality Circles, Customer retention-Concept and importance.

9.00
Unit IV: 

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

9.00
Unit V: 

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: 
2021-2022
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