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Service Marketing [1]

Paper Code: 
MMC 424
Credits: 
4
Contact Hours: 
60.00
Objective: 

The course aims at exposing the students to the various aspects & concepts of production & operations activities that are important for the smooth running of an enterprise.

12.00

Introduction: Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance, Importance of Services in International Marketing, Emerging key services.

12.00

Marketing Mix: Concept of Marketing mix of services,Relevance,Importance,Types of marketing mix of services-Product, Price ,Place,Promotion,People,Process and Physical Evidence.

12.00

Total Quality Management : Concept, Service Quality, TQM-Dimensions, Effects, Quality Circles

12.00

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

12.00

Tourism Marketing- Concept, Need, Importance, Marketing mix for tourism services

Essential Readings: 

1.Adam EE and Ebert RJ; Production and Operations Management; PHI, New Delhi 2. Dobler, D.W. etc. Purchasing & Material Management, New York, Mc. Graw Hill. 3. Dutta, A.K. Integrated Materials Management, New Delhi, PHI, 1986.

References: 

1.Caubang, Ted C. Readings on Production Planning & Control, Geneva, ILO. 2. Baily P. etc. Purchasing Principles & Management. London, Pitman, 1994.

Academic Year: 
2018-2019 [2]

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Source URL: https://business.iisuniv.ac.in/courses/subjects/service-marketing-0

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/service-marketing-0
[2] https://business.iisuniv.ac.in/academic-year/2018-2019