3MBA01 BUSINESS ETHICS & CORPORATE GOVERNANCE

OBJECTIVES: 60 HOURS

 To expose students to ethical issues with special emphasis on ethical dilemmas

in corporate world.
 To develop a capacity of decision making with due emphasis to Ethics, in
organizational context

MODULE TOPIC NO. OF

HOURS
Corporate Governance: Meaning, Importance, issues, Introduction to
Ethics. Nature of business Ethics
Sources of ethics – Religion, philosophy, Cultural Experiences and
I 11
Legal System. Importance of Ethics. Factors influencing Ethics –
Leadership, strategy and performance, environment, corporate culture,

Theories in Ethics . Categorical Imperative – Immanuel Kant &

Conventional Ethics – Albert Z, Carr
Doctrine of mean of Aristotle & Ends – Means Theory
Marx – Ethics – equals – rights & Utilitarian Ethics of Staurt Mill. Art of
II 12
War – Sun Tzu, One minute moralist. Indianism and Indian
Management foundations of Value based Management. llustrative
Ethical Lessons from ancient texts. – Ramayana & Mahabharata

Ethics & Decision Making

III Ethics in Decision Making, Difficulties & Dilemmas 09
Power & Politics in Organisations
Managing Ethics
IV Code of ethics, ethics committees, ethics hotlines, ethics in training 09
programmes, laws enforcing ethical conduct
Ethics in Various Streams of Business
Ethics in HRM. Cash & incentive plans, performance appraisals, race
and disability, employment issues, Privacy issues, restructuring &
Layoffs, wage empowerment of weak sections and Sexual harassment
issues. Ethics in Marketing
V Ethics in relation to – Product, Process and Competition 11
Ethics in Finance. Accounting, Investment Decisions, disclosure
norms, insider trading norms, and financial statements. Ethics in
Production & Operations Mgmt
Worker safety, product safety, quality environment, closing facilities,
workers’ rights, quality of materials and treatment to workers
VI Ethics in Global Business. 08
National Differences in Business Ethics & pressures of ethical
convergence. Ethics governing Global business – Model principals by
US department of Commerce, the Caux principles, International codes.
Ethics in adapting culture and norms in various countries. Ethics in
negotiations and gift giving. Access to Developing countries and
avoiding of sanctions. Protection of intellectual properties
References:

1. Perspectives in Business Ethics, Laura P Hartman, McGraw –Hill international

2. Arthashastra, Kautilya, Penguin
3. Ethics in Management: Vedantic Perspective, S.K. Chakroborthy, Oxford Univ.
Press
4. Western Windows – Eastern Doors, Subhash Sharma, New Age international
Publishing
5. Power, John P. Kotter
6. Kautilya’s Arthashastra & Social Welfare, V.N. Jha, Sahitya Academy
 3MBA02 STRATEGIC MANAGEMENT
OBJECTIVES: 60 HOURS

1. To impart the importance of Strategy as an instrument in business

2. To impart to students the relevance of strategy

MODULE TOPIC NO. OF

HOURS
CONCEPT OF STRATEGY- Defining strategy, Levels at which strategy
operates, Strategic Decision Making and Approaches to Strategic Decision
I 6
making, Mission and Purpose, Objectives and Goals, Strategic Business Units,
Corporate Planning Process
ENVIRONMENT ANALYSIS AND DIAGNOSIS
Concept of Environment and its components, Environment scanning and
II appraisal, organizational appraisal, Strategic advantage analysis and diagnosis, 8
SWOT analysis

STRATEGY FORMULATION & CHOICE OF ALTERNATIVES

Strategies - Modernization, Diversification, Integration, Merger, Take-over and
Joint Venture strategies, Turnaround - divestment and Liquidation strategies, of
Strategic Choice-Industry, competitor and SWOT analysis; Synergy and
III Dysergy, GAP Analysis; Porter's Five (forces Model of competition; 12
Mckinsey's 7's framework; GE-9 Cell Model, Bostin's Consultancy Model,
Distinctive competitiveness; Selection of matrix, Factors affecting Strategic
Choice - Cost, Leadership, Differentiation focus, value chain analysis, bench
marking, service blue printing.
STRATEGY IMPLEMENTATION- Inter-relationship between formulation
and implementation; Issues in strategy implementation, Resource Allocation,
Budgets, Organization structure, Matching and strategy, Behavioural Issues -
IV 10
Leadership styles, Corporate culture and values power. Social Responsibilities
- Ethics, Building capable organization; Functional Issues -Financial,
Marketing, Operations and Personnel Plans an Policies
STRATEGY AND STRUCTURE
V Structural Considerations, Structure for strategies, Organizational design and 8
change
STRATEGY EVALUATION
Importance, Symptoms of malfunctioning of strategy, Overview of strategic
control, techniques of strategic evaluation and control, Control, Tailoring
VI 8
strategy to fit specific industry and company situation, strategy and competitive
advantage in diversified agencies, Evaluating the strategies of diversified
agencies.
CONTEMPORARY ISSUES
Strategies for competing in globalizing markets, New Business Models and
VII 8
strategic for Internet Economy, technology and innovation, entrepreneurial
ventures and strategies for SME, strategic issues in Non-profit organizations.

References:
1. John A Pearce II & Richard B Robinson Jr., Strategic Management, AITBS
Publishers & Distributors, New Delhi
2. Michael E Porter, Competitive Advantage, Free press, New York
 3MBAF1 SECURITY ANALYSIS & PORTFOLIO
MANAGEMENT
OBJECTIVES: 60
HOURS
• To provide students with conceptual and analytical framework of evaluating a
security
• To provide students with a conceptual and analytical framework of different
financial instruments, their risk and returns and strategies in managing funds
• To familiarize students with portfolio management techniques that challenges
a financial Manager
MODULE TOPIC NO. OF
HOURS
NATURE AND SCOPE OF INVESTMENT MANAGEMENT
concept-investment v/s speculation-arbitrage – gambling - investment
I objective - investment process - investment constraints - investment 08
categories - market indices-credit rating and agencies - credit rating
and their functions , working and operations
SECURITIES RETURNS
Risk - Expected return - historical - Systematic and unsystematic
II 09
Risk - Financial Risk -beta Coefficient – CAPM - SML and CML -
factor model and pricing theory.- Evaluating Risk
SECURITY ANALYSIS
Fundamental Analysis - economic analysis - economic forecasting –
Indicators - Industry analysis - classification schemes - Industry life
III 12
cycle - Company analysis - measuring earnings - Technical analysis –
charting - different tools for technical analysis - efficient market
hypothesis.
BOND ANALYSIS AND FINANCIAL INSTRUMENTS
corporate bonds - government bonds - special bonds - Bond returns
and systematic risk - unsystematic risk - Bond Management and
IV 08
strategy -Preference shares - valuation analysis - Equity shares -
Dividend policy - equity valuation and analysis - Money market
instruments
DERIVATIVES
Financial derivatives markets – Rationale of Options and futures
V development - global perspectives - Indian context-Options – types – 08
pricing - valuation and analysis - Options models – futures - kinds of
futures – hedging – speculation - SWAPS - Warrants and convertibles.
PORTFOLIO ANALYSIS
Risk and return - Markowitz model - risk return optimization - Sharpe
VI 09
portfolio optimization - Portfolio investment process - investment
timing and evaluation - portfolio revision
VII MANAGED PORTFOLIOS AND PERFORMANCE 06
MEASUREMENTS
 Classification of Managed Portfolios – Advantages – Management
Performance Evaluation –Mutual Funds Performance

Referencs:

1. Fischer and Jordan, Security Analysis and Portfolio Management, Prentice hall.
2. V.K Bhalla, Investment Management, S.Chand.
3. Prasanna Chandra, Investment Analysis and Portfolio Management, Tata Mcgraw Hill.
4. V.A Avadhani, Security Analysis and Portfolio Management, Himalaya Publishing
House.
 3MBAF2 TAXATION MANAGEMENT
OBJECTIVES: 60
HOURS
• To sensitize the student manager to the basics concepts of taxation and
Overall techniques applied

• To understand technicalities involved in common business applications

MODULE TOPIC NO. OF

HOURS
BASIC CONCEPTS
Overview of Fiscal & Tax Management. Fiscal Policies and their
I impact on Tax Laws. Concepts – P.Y., A.Y, basis of charge, 07
residential status, total income, deemed income, exempted incomes,
heads of income, tax planning/ avoidance/ evasion
TAX PLANNING FOR FIVE HEADS OF INCOME
Tax incidence on Salaries, - Allowance and Disallowances. Tax
II 08
incidence on House property income. Tax incidence on gains of
Business. Tax incidence on Income from other sources
TAX PLANNING IN RELATION TO BUSINESS ENTERPRISE
Company Taxation. Scheme of Taxing Business income of
III companies. Allowances & Disallowances, Depreciation, 10
Calculation for Capital Gains. Computation of Total taxable Income &
Deduction u/s 80. Set off & Carry forward of losses
TAX PLANNING & MANAGEMENT OF SPECIFIC BUSINESS
ORGANISATIONS .
Purchase of Assets – Own Funds/ Borrowed Funds/ Lease. Instalment
IV 09
Vs Hire, Make or Buy, Replace & Repair. Capital Structure &
Dividend Decisions. Amalgamation & De-merger. Tax Implications
of international operations
CENTRAL EXCISE AND SERVICE TAX
Nature of Excise DutyExciasbility, of products, Centvat Credit,
V Classification of Excisable Goods . Valuation fo Esxcisable goods, 08
importance of Central Excise procedures. Service Tax, Concepts,
applicability, & procedures.
CUSTOMS ACT
VI Procedure relating to Levy, valuation and collection of duty, types of 10
duty, expemptions, Export promotions schemes
OVERVIEW OF SALES TAX
VII 08
Central Sales Tax and Karnataka Sales Tax. VAT Concepts
Reference:

1. Direct Tax Planning & Mgmt, Vinod K. Singhania, Taxman

2. Students Guide to Dirrect Taxes - Vinod K. Singhania, Taxman
3. Indirect Taxes made easy, Prof N.S. Govindan,
4. Indirect Taxes Law & Practice, V.S. Dutey, Taxmann
5. Tax Planning in India, Sukumar Bhattacharya
 MBAF3 BANKS AND INSTITUTIONAL MANAGEMENT
OBJECTIVES: 60 HOURS
• To provide students with conceptual and regulatory framework within which
the financial institutions operate
• To familiarize students with various management and operational aspects of
markets and financial intermediaries

MODULE TOPIC NO. OF

HOURS
THE NATURE AND ROLE OF FINANCIAL SYSTEM -
Structure of a Financial System – Functions of Financial Sector –
Financial System and Economic Development – Indian financial
I 16
system – Financial sector reforms – Reserve Bank of India –
Organization and Management - Role and Functions – Monetary
Policy of RBI – Recent Policy Developments.
BANKING INSTITUTIONS
Commercial Banks – Theoretical Basis of Banking Operations –
Special Role of Banks – Liabilities of Banks – Banking Assets –
II 14
Banking Innovations – Non – Performing Assets & Securitization – Co
– Operative Banks – Features of Co – Operative Banks Types,
Structure and Growth of Co – Operative Banks.
NON – BANKING FINANCIAL INTERMEDIARIES AND
STATUTORY FINANCIAL ORGANISATIONS
Small Savings and Provident Funds – Types and Nature of Small
Savings Instruments – Provident Funds – Pension Funds – Insurance
Companies – LIC – Valuation of Life Policies – General Insurance
Corporation – Insurance Regulation Development Authority (IRDA)-
III 11
Miscellaneous Non- Bank Financial Intermediaries – NBFCS ; An
overview – Loan Compaies – Investment Companies – Hire Purchase
Finance – Lease Finance – Housing Finance – Mutual Benefit
Financial Companies – Residuary Non – Banking Companies –
Mercantile Banks – Venture Capital Funds – Factors and Factoring –
Credit Rating – Depository and Custodial Services
INVESTMENT AND BROKERAGE INTERMEDIARIES
The Brokerage Business – Functions – Functioal specialization –
Order execution – Stock Exchange transactions – Margin Trading –
IV Short selling – Other operational issues and regulations – Investment 10
Companies – Mutual Funds – Organisation and types – Types of
Schemes – Valuation of Units – Structure and Size – Investment
Pattern –Return on Investment in Units – MMMF – Regulations
V PRIMARY AND SECONDARY MARKETS 09
the Stock Markets in India – Primary and Secondary Markets – OTC
Markets – regulations – new issues market – underwriting – call
money Market- Treasury Bill Market- Commercial Bills Market –
Markets for Commercial Paper and Certificate of Deposits – The
Discount Market – Government ( Gilt edge) Securities Market –
 Markets for futures, Options and other Financial Derivatives – Foreign
Exchange Markets – SEBI – Regulation – issues – performance and
Recent trends

REFERENCE:

1. L M Bhole, Financial Institutions and Markets, Tata McGraw- Hill

2. V.K. Bhalla, Investment Management, Sultan Chand
3. Frank.J.Fabozzi, ; Foundations of Financial Markets and Institutions, Pearson Education
4. Grinblatt and Titman, Financial Markets and Corporate Strategy, Tata Mcgraw –Hill
 3MBAH1 TRAINING & DEVELOPMENT

OBJECTIVES: 60 HOURS

To enable students to understand:-

 Meaning, Definition and Scope of Training & Development
 Principles of effective Learning & Training methods
 Designing a Training Program
 Perspectives & Emerging Trends in Training & Development

MODULE TOPIC NO. OF

HOURS
Introduction to Training and Development
I Training and Training Needs Assessment 8
Performance Appraisal and Training
Learning and Development
Training Strategy
II Training Methods and Techniques 10
Trainer and Training Styles, Training Administration, Train the
Trainer
Training Evaluation - Definition , Objectives and Benefits of Training
Evaluation , Purposes & Criteria for Training Evaluation, Process &
III 14
Approaches to Training Evaluation , Aspects of Training Evaluation ,
Failure of Training Evaluation
Training and Development Effectiveness, Training System Design
IV 15
Trainer as a Change Agent
Management Development Program - Definition of Management
Development Programs, Organizing and implementing Executive
Development Programs, Evaluating Management Development
V 5
Programs and Executive Development Programs, Pre-requisites to
Effective Management Development Programs, Management skills-
Soft skills, Behavioral Skills,
Emerging Trends in Training & Development- Computer-Assisted
training programs-Computer-based training programs; Web and
VI 8
Internet Based Training-Technology Based Training-E-Learning-E-
Learning Vs. Online Learning

Reference:

1. Irwin L. Goldstein and J. Kevin Ford- Training in Organizations, 4th Edition, Thomson
Learning
2. Dr.B.Rathan Reddy- Effective Human Resource Training and Development Strategy,
Himalaya Publishing House

3MBA H2 KNOWLEDGE MANAGEMENT & LEARNING

ORGANIZATION
OBJECTIVES: 60 HOURS

 To facilitate understanding of Knowledge Management Systems, and analyze and design

KM Process & Systems.
 To equip students, with application tools & towards Decision making using KM Models.

PREREQUISITES:
• Elementary Knowledge of Human Resource Management
• Exposure to Management Information Systems

UNIT TOPIC NO. OF

HOURS
Learning Organization:
Defining Learning, Types and Methods of Learning, The paradigm of
Learning organizations, Nature of Learning enterprise, Building a Learning
I organization, Core issues and themes in learning organization, Vision and 6
strategy Nature of organization structure, Information Technology and
Knowledge Approaches. Learning organization and management of change-
Case studies
Introduction to Knowledge Management
What do we talk about when we talk about knowledge
II Tacit knowledge vs. explicit knowledge .Converting Tacit to Extrinsic 10
Knowledge. Intellectual capital vs. physical assets.
Intellectual Capital: A Company's Most Valuable Asset
The Knowledge Management Cycle. Different Knowledge Management
Cycle approaches. Capture - Codify - Create - Share - Acquire – Apply. The
III Effective Management of Knowledge Creation and Transfer. Storytelling & 8
Knowledge mapping. Comprehensive approach to effective organizational
K M .Increasing the strategic worth of the knowledge asset
Knowledge Management Models. Various K M Models . Advantages and
IV Drawbacks of the models. Complex Adaptive System approach to KM. 6
Concept of 4 “Q”.
The Role of Organizational Culture .How does KM fit with other
V 6
organizational agenda. The Limits of Knowledge Management
Knowledge Sharing and Communities of Practice
Perspectives on knowledge .Characteristics of a community of practice.
VI Compare and contrast some different types of communities of practice. 6
Human Vs Social capital .Development of Corporate yellow pages. Transfer
of Best Practices. The Promise and Challenge of Knowledge Markets
 Knowledge Management Tools
The knowledge creation and capture phase..The knowledge-sharing and
VII dissemination phase. The knowledge acquisition and application phase. Pros 6
and cons of the major technologies used

Decision Making
Use of K M Models in Decision Making. Advantages or Edge of using KM
VIII Models. Case Studies in KM Decision Making 6

Future Challenges for KM

The Promise and Challenge of Knowledge Markets. The KM Team &
IX 6
Future prospects, Managing Knowledge Workers.

References:

1. Knowledge Management, Fanesh Natarajan, Tata McGraw Hill

2. Leading with Knowledge, Madan Mohan Rao, Tata McGraw Hill
3. Corporate Creativity, Pradip N Khandwalla, Tata McGraw Hill
4. Business @ speed of Thought, Bill Gates
Building a Learning Organization, PN Rastogi, Wheeler Pub Co
 3MBAM1 BUSINESS MARKETING
OBJECTIVES: 60
HOURS
• To facilitate in depth understanding of similar and differences between
business marketing and consumer marketing.

• To equip students, with application tools & towards formulating

implementing business marketing strategies.

MODULE TOPICS NO OF
HOURS
Introduction to Business / Industrial Marketing:
Nature of Industrial marketing. Industrial Marketing vs. Consumer
Marketing. Nature of Industrial Demand
Resellers Market. The industrial marketing concept:. Understanding of
industrial markets. Types of industrial markets. Environmental
I 7
analysis in Industrial / Business marketing. Business markets,
products & Environment:
Standard Industrial Classification (SIC) of Industrial Products. The
industrial marketing environment. Purchasing practices of Business
customers, Segmentation of various Industries
Organizational Buying & Buying Behavior: Organizational buying
decision process; Buying situations & buy grid frame work. Inter
personal dynamics of Industrial Buying Behavior:
Buying Center roles & Key members of Buying Centre. Conflict
Resolution in decision making. Buyer – Seller Relationship: Buyer &
Seller representative interaction. Sales presentation. Negotiation &
II 9
Reciprocity. Dealing with customers’ customer. Customer service.
Management of major & national accounts.
Relationship Marketing: Managing buyer seller relationship.
Customer relationship management. Defining E-commerce & Key
elements supporting ecommerce. Supply Chain management:
Concept of Supply Chain Management. Value and Vendor Analysis.
III Assessing Market Opportunities for industrial products: Nature & 11
Scope of Industrial Marketing Research. Marketing Research Process.
Industrial Market Segmentation. Differentiated & Undifferentiated
Markets. Concentrated Market & Niche Markets. Target Marketing
and Positioning.
Strategic planning, Implementing & Controlling in Industrial
Marketing: Role of Marketing in Strategic Planning. Strategic
Planning Process. Strategic Planning at Corporate Level & Business
Unit Level – use of Various Business Matrix. Developing Marketing
Plan for Industrial Products. Study of Various Business Models.
 Market Information System:
Defining Information Need. Frequency of Use, Urgency if Responds –
Timeliness. Information Sources – External & Internal. Degree of
Accuracy & Life span.
Product Planning & Development:
Meaning of Industrial product. Formulating Product Planning -
Developing product strategy. Analyzing Industrial Product Life Cycle.
Analyzing & Developing strategies for Existing Products. Service
IV Strategy: Standardized v/s Unstandardized parts. Technical 6
Assistance. New Product Development:
Types of New Product. New Product Development Process.
Developing Strategies for New Products. Import of Technology. High
tech marketing. Developing process & strategy
Distribution Channel Strategy: Industrial Distribution – definition.
Alternative Structure of Industrial Channel. Geographical
V Distribution. Size & Operating Characteristics. 6
Types of Sales Intermediaries. Managing Channel Members.
Logistics Management & Customer Service. Channel partners
Pricing Strategies: Price Determinants - Pricing strategies.
Competitive / tender bidding. Pricing new products. Pricing across
VI 6
product life cycle. Pricing policies – application of discounts.
Geographical pricing. Role of leasing.
Business Advertising: Developing business communication
programme. Functions performed by industrial advertising.
Media used for industrial advertising. Role of Advertising in
Industrial Marketing. Budgetary Support. Evaluation of
VII 8
Advertising.Sales Promotion: Use of Sales promotional in Industrial
Marketing. Trade Shows/Exhibitions, Seminars, Demonstration. Role
of direct marketing, online marketing, tele marketing & direct mail.
Publicity & Public relations.
Personal Selling:
Characteristics of Personal Selling. Selection, Recruitment and
Training of Industrial Sales Force. Team selling approach.
Solution oriented effort – Motivating & Task Assignment.
Intrapreneurial philosophy. Measuring the Effectiveness of the Sales
VII Force & Fixing up of Compensation. Selling Structure: Direct Sales 7
Force. Sales Coverage through Intermediaries.
Sustaining the Customer Relationships. Future of Business Marketing:
Globalization & its Challenges. Technology – Decision Making and
Communication. Cultural Differences. Business marketing in
Emerging Industries

References:
1. Robert P. Reeder,Edward G Breity & Betty H Reeder, Industrial Marketing, Analysis,
Planning & Control, Prentice Hill, India.
2. Michael Dhutt, Thomas W Spen, A strategic view of Industrial & Organisational Markets,
Thomas Publication.
3. Richard Hill, Alexander Rosph & James S Cross, Industrial Marketing, AITBS.
4. Krishna K Havaldar, Industrial marketing, TMH.
5. James C Anderson & James A Narus, Business Market management, Pearson Education.
6. Robert Dwyer, John F Tanner, Industrial marketing, McGraw Hill International Edition.

3MBAM2 CONSUMER BEHAVIOUR

OBJECTIVES:
60 HOURS

• To give an insight into the theory of customer preferences and also illustrate
the constraints that the consumer faces

• To enable the student to market the product according to the needs of the
customer

MODULE TOPICS NO OF
HOURS
Introduction to the consumer behavior. The Diversity of Consumer
Behavior. Why we study consumer behavior
Why the field of consumer behavior developed. The Consumer
I Movement. Consumer Research. History of Consumer Research. The 8
Consumer Research Process, Consumer behavior model ( Howard &
sheth)
Conducting a Research Study
Market Segmentation. Introduction. Bases for segmentation
Criteria for Effective Targeting of Market Segments. Consumer Needs
and Motivation. What is Motivation?
II 12
Motivation Needs, Goals, Positive and Negative Motivation, Rational
versus Emotional Motives. Dynamic nature of Motivation. The
Measurement of Motives. Motivational Research
Personality and Consumer Behavior. Introduction. Theories of
Personality. Personality and understanding Consumer Diversity.
Cognitive Personality Factors. Consumer Materialism to Compulsive
Consumption. Consumer Ethnocentrism. Self and self-image.
III Consumer Perception. Introduction. Dynamics of Perception. 10
Consumer Imagery
Perceived Risk. Learning and Consumer Involvement. Introduction.
Behavioral Learning Theories. Cognitive Learning Theory. Brand
Loyalty
The Nature of Consumer Attitudes. Introduction. Structural Models of
IV Attitudes. Consumer Attitude Formation. Attitude Change. Behavior 6
can Precede or Follow Attitude Formation
V Communication and Persuasion. Components of Communication. The 6
 Communication Process. Designing Persuasive Communications.
Communication Strategy, Media Strategy, Message Strategies
Consumer in their Social and Cultural Settings. Group Dynamics and
VI Consumer Reference Groups. The Family – concept in flux. Social 6
Class and Consumer Behavior
Influence of Culture on Consumer Behavior. Introduction
VII Characteristics of Culture. Subcultures. Generation X & Y Markets, 6
Baby Boomer Market. Sex as a subculture
The Consumer Decision Making Process
Personal Influence and the Opinion Leadership Process
VIII 6
Diffusion of Innovations. Consumer Decision Making, Choosing and
Consuming

References:
1. Consumer Behavior by Leon G. Schiffman and Leslie Lazar Kanuk, Pearson Education
2. Consumer Behavior by Suja R. Nair, Himalaya Publishing House
 3MBAM3 MARKETING OF SERVICES

OBJECTIVES: 60
HOURS

• To enable the students to understand the special challenges encountered in service organization

• To gain insights into key issues in Marketing of services

MODULE TOPICS NO OF
HOURS
OVERVIEW OF SERVICES MARKETING- CONCEPTUAL
ISSUES: What is service? Characteristics of services. Why?
Services marketing? Service and technology, difference in products
I 9
and services marketing mix for services importance of quality in
services and customer satisfaction. Service quality dimensions gaps
Model for service quality.
FOCUS ON THE CUSTOMER: Consumer behavior in services-
experience and credence properties. Customer expectations of
II service. customer perceptions of service. listening to the customer 11
requirements, understanding customer expectations and perceptions
through marketing research. service marketing triangle.
BUILDING CUSTOMER RELATIONSHIPS: Relationship
Marketing, Lifetime value of a customer, Relationship value of
III 9
customers, Foundations of Relationship strtegies,Levels of
Relationship strategies, Retention strategies.
DELIVERING & PERFORMING SERVICE: Delivering service
through intermediaries and electronic channels, key intermediaries
IV 7
for service delivery,franchising,Service culture, Employee
customer interaction, Moments of truth.
V FORMULATION OF MARKETING MIX STRATEGY: Product 9
Strategy-Product to be formulated in the context of the customer
Benefit concept. Pricing strategy-customer knowledge of service
prices. Approaches to pricing services.pricing strategies that link to
the four value definitions,promotion strategy-attract customers on
quality,word of mouth advertising,tie up with a known product/
service/celebrity.distributionstrategy branches, service
agents,ATM'S and vending machines.People strategy-managing
service employees,boundary spanning role,importance of human
resources for service firms,Customer Relationship
 Management..Physical Evidence strategy-strategic role of physical
evidence,special tactics for creating services atmosphere,process
strategy in service organization. process stragegy, process strategy
in service organizations.
SERVICE RECOVERY & COMPLAINT MANAGEMENT:
Managing service promises, impact of service failure & recovery,
VI 9
how customers respond to service failures, service recovery
strategies, service guarantees.
ANALYSIS OF SELECTED SERVICE INDUSTRIES: Financial
VII services, healthcare, hospitality, travel & tourism, information 3
technology - cases relating to the selected industry
ETHICS IN SERVICES MARKETING: ethics in business,
opportunity for misconduct in services marketing, methods for
VIII 3
ethical decision making, issues that create ethical conflict,
controlling ethical decision making.

Reference:
1. Valarie A. Zeithaml and Mary Jo Bitner, Services Marketing, Tata McGraw- Hill
2. Christopher Lovelock, Services Marketing, Pearson Education
3. K. Douglas Hoffman, John E.G. Bateson ,Essentials of Services Marketing-Concepts
,Thomson Southwestern
4. Ravi Shanker, Services Marketing – Indian Perspective, Excel Books, New Delhi.