Marketing of Services Practical

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

This course will enable the students to -

  1. Organizing dialogue session with peer group on common themes through individual presentations and group discussions.

 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

DBBA 602 B

Marketing of Services -Practical

CO 307: Evaluating the project tasks in terms of content, creativity, and designing.

CO 308: Case Studies on the relevant topics related to marketing of Services.

CO 309: Application ofservices marketing principles as a conceptual framework to help managers identify and solve marketing problems

 

Approach in teaching:

Interactive Hours, Case Studies Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Group tasks

 

Class test, Semester end examinations, Case Studies  Quiz, Assignments, Presentation, Individual and group projects

 

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

Academic Year: 
2021-2022
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