Module Title: Marketing of Services

Program: MBA Term: IVCredits: 3Student Learning:

Course DescriptionThe focus of the courses is on introducing marketing of services as a different concept than contemporary marketing and educating the students about the technicalities and theories of service marketing. The course will concentrate on service marketing requirements of corporate with emphasis on corporate relevance of content.

Course Objectives To familiarize the students with the various service concepts and strategies used. To enable them to develop the service marketing strategies and plans To develop an acumen among the students to understand the practices of service industry in

India. Teaching strategies Students will learn through a combination of face-to-face contact, Interactive Session, Related Activities and guided study. Personal contact sessions will include case study analysis, activities, Live Projects and presentations. Guided study will include preliminary text readings (defined by the tutor). Supporting material will be provided to the students as and when required.

Module Contents:

Units Sub Units Hours Presentations Lab Case Study

1- Introduction To Services Marketing

A: Services economy – evolution

and growth of service sector – nature and scope

4

B: characteristics – classification of

servicesC:

service market potential

2- Fundamentals of service marketing.

A:

Assessing service marketing opportunities- expanded marketing

6 yes

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Learning HoursContact 25Student Study 40Assessment 10Total 75

mix for services . –and perceptions of services

B customer behavior specific to usage

of services- service quality . C service markets segmentation

– market targeting and selection.

3- customer relationship marketing

A: Relationship Marketing, the nature

of service consumption understanding customer needs and expectations,

5

B:Strategic responses to the intangibility of service performances.

C:

Service life cycle – new service development

4- Service delivery .

A: People in services – service process

5

B: distributing service -direct

distribution, channel functions, channels selectionC:

Design and layout of service delivery, capacity and demand management.

5- Marketing strategies for services

A: Formulating service marketing

strategies

5

B: designing communications mix for

promoting servicesC:

role of information technology in marketing of services

Text Book (Three):

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1. Kenneth E Clow, et. Al, “Services Marketing Operation Management and Strategy” Biztantra, New Delhi, 2004.

2. Chiristropher H.Lovelock, Jochen Wirtz, "Services Marketing", Pearson Education, New Delhi, 2004.

3. Nimit Chowdhary and Monika Choudhary, "Text book of Marketing of Services", the Indian experience, MacMillan Publishing Co, New Delhi, 2005.

4. Bhattacharjee, "Services Management, An Indian Respective" Jaico Publishing House, Chennai, 2005

5. K. Douglas Hoffman, John E G Bateson, Cengage, India Edition.

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