Course Objectives: This course will enable the students to - • Demonstrate and illustrate the main components of services marketing. • Create an understanding of how the services sector operates.
Course Outcomes (COs):
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Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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DBBA 601B |
Marketing of Services |
CO 369: Create an understanding of how the services sector operates. CO 370: Demonstrate and illustrate the main components of services marketing. CO 371: Understand the practical approach applied in the service sector. CO 372: Develop and justify alternative marketing approaches that can be used by service managers. CO 373: Students will learn the service quality models and measurement. CO 374: Create 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 |
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
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
Service Quality; Concept, Dimensions of Service Quality, Technical and Functional quality, Service quality models and measurement: GAP Model of service quality, SERVQUAL model
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.
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:
• 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.
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 [2]
• http://www.ignou.ac.in/userfiles/MS-%2065_2015.pdf [3]
Journals:
• https://www.emerald.com/insight/publication/issn/0887-6045 [4]
• https://www.tandfonline.com/toc/wsmq20/current [5]
Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/marketing-services-theory
[2] https://egyankosh.ac.in/handle/123456789/4612
[3] http://www.ignou.ac.in/userfiles/MS-%2065_2015.pdf
[4] https://www.emerald.com/insight/publication/issn/0887-6045
[5] https://www.tandfonline.com/toc/wsmq20/current
[6] https://www.management.iisuniv.ac.in/academic-year/2023-2024