Course Overview

The objective of this course is to introduce the learner to the service sector management in an organization and to the process providing the service. To this end, we will understand the strategic role of services marketing and develop the ability to define and analyze the problems dealt with by managers.

Course Syllabus

Group I:

The Emergence of Service Economy, Nature, Scope and Concept of Services Marketing, Difference in Goods and Services Marketing, Marketing Challenges in Service Businesses, Marketing Framework for Services Businesses,

Relationship Marketing: Concept, Benefits and Strategies, Services Market Segmentation, Targeting and Positioning. The Service Classification, Service Product Development, Consumer Behaviour in Services, Customer Expectation of Services, Customer Perception of Services.

Group II:

Formulating Marketing Mix for Services Marketing, Internal Marketing, Employee Empowerment, Customer Involvement in Services. Quality Issues and Quality Models; Managing Productivity and Differentiation in Services Organizations; Demand-Supply Management; Advertising, Branding and Packaging of Services, Service Recovery Management; Applications of Services Marketing (Case Studies).

REFERENCE:

1. https://ebooks.lpude.in/management/mba/term_4/DMGT510_SERVICES_MARKETING.pdf
2. https://examupdates.in/mba-service-marketing/
3. http://www.gpcet.ac.in/wp-content/uploads/2018/03/SERVICES-MARKETING2.pdf
4. https://www.businessmanagementideas.com/service-marketing/service-quality/20971
5. https://cdn-wordpress-info.futurelearn.com/info/wp-content/uploads/39c501c6-7d0b-4e53-8591-0ccc4fbb6a1a-2-768×518.png
6. https://www.3a-cleaning.com/wp-content/uploads/2019/11/Qos.png 

7. https://www.researchgate.net/publication/326571112_Advertising_Services_Marketing
8. https://www.scirp.org/journal/paperinformation.aspx?paperid=84153
9. https://educatech.in/discuss-branding-and-packaging-of-services/