The course will enable students to -
COURSE OUTCOMES(Cos):
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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 –
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 |
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: 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
Segmentation- concept. Basis for segmentation. Targeting- concept , strategies,
Positioning-meaning & importance.
Marketing research in services marketing- concept & process
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.
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. ApteGovind, “ ServicesMarketing”.Oxford Higher Education.2010.
2. Jha S. M., “Service Marketing”, Himalaya Publishing House, Bombay.1st edition 3.
3. Srinivasan R., “Service Marketing- The Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2005.
4. Balaji B. “Services Marketing And management”, S.Chand& Company Pvt. Ltd.2014.
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/e, TMH, 2003.
3.ChristianGronroos, “Services Management and Marketing, Wiley Higher Education.2012.
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/services-marketing-0
[2] https://business.iisuniv.ac.in/academic-year/2019-2020