Marketing of Services (Functional Electives Marketing)

Paper Code: 
MBM-623
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To explain why there is a need for special services marketing discipline; the challenges for services marketing; and how to deal with them.
  • To acquaint the students with elements of services marketing mix,  ways to manage the service delivery process and strategies to effectively implement Services marketing.
8.00
Unit I: 
Introduction to Services Marketing

Understanding Services, Differences in Goods versus Services, Emerging Service Environment, Classification of Services

8.00
Unit II: 
Understanding Service Consumers and Markets

Consumer Behavior in Services, Segmentation, Targeting and Positioning Services

8.00
Unit III: 
Elements of Services Marketing

Elements of Services Marketing Mix, Service offer, Pricing of Services, Designing Integrated Services Marketing Communications.

8.00
Unit IV: 
Managing Service Delivery Process

Managing Physical Evidence of Services, Designing and Managing Service Processes

8.00
Unit V: 
Implementing Services Marketing

Improving Service Quality and Productivity, SERVQUAL, Service Failures and Recovery Strategies

Essential Readings: 
  • Valarie A. Zeithaml & Mary Jo Bitner - Services Marketing: Integrating Customer Focus Across The Firm, Third Edition, 2004; Tata McGraw-Hill Publishing Company Ltd, 2008.
  • Christopher H. Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing: People, Technology, Strategy (A South Asian Perspective) Fifth Edition 2007; Pearson Education
References: 
  1. Cengiz Haksever, Barry Render, Roberta S. Russel, and Robert G. Murdic: Service Management and Operations (Second Edition 2003); Pearson Education (Singapore) Pte., Ltd.
  2. Kenneth E. Clow & David L. Kurtz: Services Marketing, Biztantra Publication
  3. Nimit Chowdhary & Monika Chowdhary, Textbook of Marketing of Services-The Indian Experience, Macmillan India Ltd., 2005.