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    Services Marketing Syllabus

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    This document contains the topics covered in Services Marketing Subject allotted by University of Madras for MBA Second semester based on CBCS system

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    Services Marketing Syllabus

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    pearlinwhite
    1K views1 page
    This document contains the topics covered in Services Marketing Subject allotted by University of Madras for MBA Second semester based on CBCS system

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    © © All Rights Reserved

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    DOCX, PDF, TXT or read online from Scribd

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    This document contains the topics covered in Services Marketing Subject allotted by University of Madras for MBA Second semester based on CBCS system

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views1 page

    Services Marketing Syllabus

    Uploaded by

    pearlinwhite
    This document contains the topics covered in Services Marketing Subject allotted by University of Madras for MBA Second semester based on CBCS system

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Madras University MBA Syllabus

    Second semester
    BUSE217 SERVICES MARKETING
    UNIT I
    Marketing Services:Introduction - Growth of the service sector - The Concept of Service -
    Characteristics of Service – Classification of Service – Designing of the Service, Blueprinting,
    Using Technology, Developing Human Resources, Building Service Aspirations.
    UNIT II
    Marketing Mix In Service Marketing: The Seven Ps: Product Decision, Pricing, Strategies And
    Tactics, Promotion Of Service And Placing Of Distribution Methods For Services. Additional
    Dimension In Services Marketing – People, Physical Evidence And Process.
    UNIT III
    Effective Management Of Service Marketing: Marketing Demand And Supply through Capacity
    Planning and Segmentation – Internal Marketing of Services – External versus Internal
    Orientation of Service Strategy.
    UNIT IV
    Delivering Quality Service: Causes Of Service – Quality Gaps. The Customer Expectations
    Versus Perceived Service Gap. Factors And Techniques To Resolve This Gap Customer
    Relationship Management.
    Gaps in Services – Quality Standards, Factors and Solutions – The Service Performance Gap –
    Key Factors and Strategies for Closing the Gap. External Communication to the Customers –
    The Promise versus Delivery Gap – Developing Appropriate and Effective Communication
    about Service Quality.
    UNIT V
    Marketing Of Service With Special Reference: Financial Services – Health Service -Hospitality
    Services including travel, hotels and tourism - Professional Service - Public Utility Services -
    Educational Services.
    Reference Books
    1. Bateman, J.E. and Hoffman, D., Services Marketing, 4thEdition, Cengage Learning, 2011.
    2. Gronoos, C., Service Management and Marketing: Customer Management in Service
    Competition, 3rdEdition, Wiley India, 2011.
    3. Jauhari, V. and Dutta, K., Services: Marketing, Operations and Management, Oxford
    University press, 2009.
    57
    4. Lovelock, C., Wirtz, J. and Chatterjee, J., Services Marketing, 7thEdition, Pearson, 2011.
    5. Srinivasan, R., Services Marketing: Indian Context, PHI Learning, 2012.
    6. Zeithaml, V., Bitner, M.J., Gremler, D. and Pandit, A., Services Marketing, 5 thEdition, Tata
    McGraw-Hill Education, 2010.

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