Marketing of Services Practical

Paper Code:

DBBA 602 B

Credits:

Contact Hours:

30.00

Max. Marks:

100.00

Objective:

Course Objectives: This course will enable the students to - • 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

Course Code

Course Title

DBBA 602B

Marketing of Services Practical

CO 375: Evaluating the project tasks in terms of content, creativity, and designing.

CO 376: Case Studies on the relevant topics related to marketing of Services.

CO 377: Application of services marketing principles as a conceptual framework to help managers identify and solve marketing problems

CO 378: Practical application of theory of marketing of services and its integration with customer satisfaction, customer service and relationship marketing

CO 379: Application of service models and framework for effective marketing of services.

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

Unit I:

UNIT 1

Project Submission on Emerging Trends in Service Sector & Service Economy

6.00

Unit II:

UNIT 2

PowerPoint presentation on 7Ps of Expanded Marketing Mix for Services

6.00

Unit III:

UNIT 3

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

Unit IV:

Make chart on Service Failure & Service Recovery Strategies.

6.00

Unit V:

UNIT 5

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

Essential Readings:

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

References:

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

E-resources:
• https://egyankosh.ac.in/handle/123456789/4612
• http://www.ignou.ac.in/userfiles/MS-%2065_2015.pdf

Journals:
• https://www.emerald.com/insight/publication/issn/0887-6045
• https://www.tandfonline.com/toc/wsmq20/current

Academic Year:

2023-2024