Subject: FT - 404MMAJ SERVICE MARKETING

Course Objectives:

The objective of this course is to expose students to the nature of industrial and service markets and develop abilities to help them apply marketing concepts in these markets.

Examination Scheme

The faculty member will reward internal marks out of 40 based on three assessments of 20 marks each of which best two will be considered. The end semester examination will be worth 60 marks having theory and cases/practical problems.

Course Contents:

1. Services : Service Sector and Economic Growth, Service Concept, Characteristics and Classification of Service, Challenges in Service Marketing.
2. Strategic Issues in Service Marketing :  Segmentation, Differentiation and Positioning of Services.
3. Marketing Mix in Services Marketing: Product, Price, Place, Promotion, People, Physical Evidences and Process Decisions.
4. Designing a Service Strategy: Service Management Process; Internal, External and Interactive marketing strategies.
5. Managing Service quality and Productivity: Concept, Dimensions and process; service quality models (Gronnos and Parsuraman) Application and Limitations, Productivity in Services.
6. Applications of Service Marketing: Marketing of Financial, Hospitality, Health, Educational and Professional Services, Marketing for Non-Profit Organizations and NGOs.

Text Readings:

1. Christoper H. Lovelock, "Services Marketing", New Delhi: Prentice Hall of India, 3^rd Edn.

Suggested Readings

1. Ravi Shankar, "Services Marketing", New Delhi, Global Press, 2^nd Edn.
2. V. A. Zeithamal and M. J. Bitner, "Service Marketing: Integrating Customer Across the Firm", McGraw Hill.