Subject Details
Dept     : MBA
Sem      : 3
Regul    : 2023
Faculty : Dr.K.Mohankumar
phone  : 9894096678
E-mail  : mohankumarkphd@gmail.com
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Lecture Notes

UNIT 1:
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Introduction: Services Marketing
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Understanding Service Characteristics
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Service Characteristics
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Product vs. Services
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Product vs. Services
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Nature of Service Act
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Nature of Service Act
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Classification of Services
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Classification of Services
UNIT 2:
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Trends in Service Marketing
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Expanded Marketing Mix
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Tutorial 1: Choose a service company and show how each of the 8 Ps of integrated service management principles applies.
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Consumer Behavior in Services
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Consumer Behavior in Services
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Consumer Behavior in Services
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Tutorial 2: Give examples of durable and non-durable benefits in services.
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Service Market Segmentation
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Service Market Segmentation
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Targeting
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Positioning
UNIT 3:
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Importance of Branding Service Products
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Brand name Policies and Decisions
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Brand Development for Existing Service Products
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Tutorial 1: Adaptability is the key success in Services Marketing
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Service Brand Building
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New Service Development
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Tutorial 2: Visit of the hotels in your town and find out what value addition or augmented services the hotel provide to its guests.
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Service Blueprint Components in Designing
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Role of Blueprints
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Tutorial 3: A business plan is a blueprint for profitable business - Discuss.
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Benefits of Blueprinting
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Tutorial 4: Review the blueprint of the restaurant experiences.
UNIT 4:
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Service Life Cycle
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Service Quality Dimensions & Measuring Service Quality
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Tutorial 1:A service culture built on trust
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GAP Model of Service Quality
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SERVQUAL & Complaint Handling
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Tutorial 2: Visit the websites of different services companies and understand their process of services.
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Recovery management & Service Guarantees.
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Services Delivery Channels
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Tutorial 3: List the basic functions performed be a service delivery point.
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Pricing of Services & it’s Methods
UNIT 5:
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Service Marketing Strategies for Healthcare
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Service Marketing Strategies for Agriculture & Food Technology
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Tutorial 1: List the importance of the physical evidence in health care industry.
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Service Marketing Strategies for Automobile
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Tutorial 2: Discuss the current scenario of the automobile industry
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Service Marketing Strategies for Aerospace
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Service Marketing Strategies for Financial
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Service Marketing Strategies for Educational
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Service Marketing Strategies for Power Entertainment
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Tutorial 4: Analyze the opportunities available to a new company entering the media marketing service industry.
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Service Marketing Strategies for Public Utility Information Technique Services
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Global perspective of services Marketing.
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Human Resources in Services: An Asset Worthy of investment.