SERVICES MARKETING

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

Course Outcomes

Course  outcome

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to-

CO109: Appraise the concept of services and will be 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.

CO113: 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.

 

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

 

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
  • Service Demand management – Demand situations, Demand pattern , Demand management strategies.

 

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.
  • Recent trends in services marketing.

 

Essential Readings: 
  • Apte G. Services Marketing. Oxford Higher Education.
  • Srinivasan R. Service Marketing- The Indian Context. Prentice Hall of India Pvt. Ltd, New Delhi.
  • Rao, K Rama Mohan. Services Marketing. Pearson Education.
  • Jha S. M. Service Marketing. Himalaya Publishing House.

 

References: 
  • Lovelock, C. H., Wirtz, J. & Chatterjee, J. Services Marketing- People, Technology, Strategy. Pearson Education.
  • Valarie A, Z., Mary, J. B., & Dwayne D, G.. Services Marketing: Intergrating Customer Focus Across the Firm. McGraw Hall.
  • Grönroos, C. Service management and marketing: customer management in service competition. John Wiley & Sons.
  • 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

E- JOURNALS 

  • Vikalpa (P+O) (http:// sagepub.com)
  • FIIB Business Review (http:// sagepub.com)
  • Harvard Business Review (www.hbr.org)

JOURNALS:

  • Indian Journal of Marketing
  • Journal of Marketing
  • Marketing Management
  • Prabandhan
Academic Year: 
2022-2023
  • Printer-friendly version
  • PDF version