Marketing of Services Practical

Paper Code: 
DBBA 602B
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
6.00

Project Submission on Emerging Trends in Service Sector & Service Economy

6.00

PowerPoint presentation on 7Ps of Expanded Marketing Mix for Services

6.00

Evaluate the Service Quality of any organization by using a questionnaire based on SERVQUAL model and make a File submission or the same.

6.00

Make chart on Service Failure & Service Recovery Strategies.

6.00

Case Study on Customer Relationship Management / Loyalty Programmes offered by any Service Organization of your choice.

Essential Readings: 

1. Fisk, R. P., Grove, S. J., & John, J.: Interactive services marketing. New York.
Houghton Mifflin.
2. Glynn, W. J., & Barnes, J. G.: Understanding services management - Integrating
marketing, organizational behaviour, operations and human resources management,
Prentice Hall.

References: 

1. Gronroos, C.: Service Management and Marketing - A customer relationship
management approach, New York: John Wiley.
2. Hoffman, K. D., & John, E. G. B.: Marketing of services: Concepts strategies and
cases, Thomson-South Western.
3. Shanker, R. (2002). Services Marketing: The Indian perspective, Excel Books.

Academic Year: 
2019-2020
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