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Marketing of Services Practical [1]

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

Course Objectives:

• Evaluating the project tasks in terms of content, creativity, and designing.

• Assessing the tasks through file preparations, quizzes, and group projects.

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

• Case Studies on the relevant topics related to marketing of Services.

Course Outcomes (COs):

 

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

CO 361: Evaluating the project tasks in terms of content, creativity, and designing.

CO 362: Assessing the tasks through file preparations, quizzes, and group projects.

CO 363: Organizing dialogue session with peer group on common themes through individual presentations and group discussions.

CO 364: Case Studies on the relevant topics related to marketing of Services.

CO 365: Application of  services 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
Unit I: 
Unit I

Project Submission on Emerging Trends in Service Sector & Service Economy

6.00
Unit II: 
Unit II

PowerPoint presentation on 7Ps of Expanded Marketing Mix for Services

6.00
Unit III: 
Unit III

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: 
Unit IV

Make chart on Service Failure & Service Recovery Strategies.

6.00
Unit V: 
Unit V

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: 
2020-2021 [2]

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Source URL: https://management.iisuniv.ac.in/courses/subjects/marketing-services-practical-3

Links:
[1] https://management.iisuniv.ac.in/courses/subjects/marketing-services-practical-3
[2] https://management.iisuniv.ac.in/academic-year/2020-2021