Marketing of Services

Paper Code: 
DBBA 601B
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

• Create an understanding of how the services sector operates in developed

• Demonstrate and illustrate the main components of services marketing.

• Creating the way in which this theory can be practically applied in the service sector.

• Develop and justify alternative marketing approaches that can be used by service managers.

Course Outcomes (COs):

 

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

CO 356: Create an understanding of how the services sector operates in developed

CO 357: Demonstrate and illustrate the main components of services marketing.

CO 358: Creating the way in which this theory can be practically applied in the service sector.

CO 359: Develop and justify alternative marketing approaches that can be used by service managers.

CO 360: Creating an understanding of Customer Satisfaction and Retention & concept of CRM

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 Studiex Quiz, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Introduction:

Introduction: Concept of Services, Nature and Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of Service Marketing,service economy, Trends, Reasons for growth of Service Sector

12.00
Unit II: 
Marketing Mix:

Marketing Mix: Concept of Marketing mix of services, Importance, Elements of marketing mix of services-Product, Price, Place, Promotion, People, Process and Physical Evidence.
Designing and Managing Service Processes, Managing People for Service Advantage, Managing Physical Evidence for Services
Integrated Service Marketing Triangle: External Marketing, Internal Marketing, Interactive Marketing

12.00
Unit III: 
Service Quality;

Service Quality; Concept, Dimensions of Service Quality,Technical and Functional quality, Service quality models and measurement: GAP Model of service quality, SERVQUAL model

12.00
Unit IV: 
Service Failure and Recovery:

Service Failure and Recovery: Concept, Types of Service Failure, Types of Complainers, Dimensions of Fairness in Service Recovery Process: Procedural, Interactional, Outcome,Service Recovery Strategies.

12.00
Unit V: 
Customer Relationship & Retention:

Customer Relationship & Retention: Concept and importance,
Managing Relationships and Building Loyalty
relationship marketing, bonding and life time value,Loyalty Programmes, Concept of Warranty and Guarantee

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. (2002). Services Marketing: The Indian perspective, Excel Books.

Academic Year: 
2020-2021
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