Page 53 - REC :: MBA CURRICULUM AND SYLLABUS :: R2019

Subject Code Subject Name (Theory course) Category L T P C
BA19P07 Services Marketing FE 3 0 0 3

Objectives:To understand the meaning of services and the significance of marketing the services.

UNIT-I Introduction: Definition – Service Economy – Nature and Scope of Services – Unique 9
characteristics of services - Challenges and issues in Services Marketing.

UNIT-II Service Marketing Opportunities: Assessing service market potential - Classification of 9
services – Expanded marketing mix – Service marketing – Environment and trends – Service
market segmentation, targeting and positioning.

UNIT-III Service Design And Development: Service Life Cycle – New service development – Service 9
Blue Printing – GAP model of service quality – Measuring service quality by SERVQUAL –
Service Quality function development.

UNIT-IV Service Delivery And Promotion: Positioning of services – Service Channel – Pricing of 9
services, methods – Service marketing triangle - Integrated Service marketing communication.

UNIT-V Emerging Issues In Service Marketing: Strategic approach in Services Marketing - Service 9
Marketing in e-Commerce and e-Marketing and Telemarketing Services - Service Marketing
Research for Global Markets and Rural Markets - Innovations in Services Marketing - Ethical
Aspects in Service Marketing.

Total Contact Hours : 45

Course Outcomes:
 Students will be able to apply the concepts of services marketing in promoting services.

 Students can get a clear idea about how marketing of services differ from products.
They can get an insight on how different service sectors are functioning and marketing of those services along

with service measurement and service quality.
 Graduates would understand the different channels of delivering services to customers.
The graduates will have complete knowledge on the current issues in Services Marketing and the impact of

technology.

Text Book (s):
th
1 Christopher H.Lovelock and JochenWirtz, Services Marketing, Pearson Education, New Delhi, 7 edition, 2011.
st
2 Hoffman, Marketing of Services, Cengage Learning, 1 Edition, 2008.

Reference Books(s) / Web links:
nd
Kenneth E Clow, et al, Services Marketing Operation Management and Strategy, Biztantra, 2 Edition, New
1
Delhi, 2004.
2 Halen Woodroffe, Services Marketing, McMillan, 2003.
th
3 Valarie Zeithaml et al, Services Marketing, 5 International Edition, Tata McGraw Hill, 2007.
4 Christian Gronroos, Services Management and Marketing a CRM Approach, John Wiley, 2001.
5 Gronroos, Service Management and Marketing –Wiley India.

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