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

UNIT
1
INTRODUCTION TO SERVICES MARKETING

Understanding Service Characteristics – Product vs. Services – Nature of Service Act, Unique Characteristics of Services, Classification of Services.

UNIT
2
SERVICES MARKET SEGMENTATIONS

Trends in Service Marketing, Expanded Marketing Mix, Consumer Behavior in Services, Service Market Segmentation, Targeting and Positioning.

UNIT
3
SERVICE PRODUCT AND OPERATION

Importance of Branding Service Products – Band name Policies and Decisions – Brand Development for Existing Service Products – Service Brand Building – New Service Development Service Operations: Service Blueprint Components in Designing - Role of Blueprints – Benefits of Blueprinting – Operations Blueprint

UNIT
4
SERVICE DESIGN, DEVELOPMENT AND PROMOTION

Service Life Cycle, Service Quality Dimensions, Measuring Service Quality, GAP Model of Service Quality, SERVQUAL. Complaint Handling, Recovery Management, Service Guarantees. Services Delivery Channels, Pricing of Services, Methods, Service Marketing Triangle, Integrated Service Marketing Communication.

UNIT
5
SERVICES STRATEGIES

Service Marketing Strategies for Healthcare, Agriculture & Food Technology, Hotel, Automobile, Aerospace, Retail (FMCG), Financial, Educational, Power Entertainment & Public Utility Information Technique Services.

Reference Book:

Grönroos, C. (2015). Service management and marketing: Customer management in service competition (4th ed.). Wiley. Scott, D. M. (2020). The new rules of marketing and PR (7th ed.). Wiley. Reason, B., Løvlie, L., & Flu, M. B. (2015). Service design for business: A practical guide to optimizing the customer experience. Wiley. Gilmore, A. (2003). Services marketing and management. SAGE Publications Ltd. Pine II, B. J., & Gilmore, J. H. (2019). The experience economy: Competing for customer time, attention, and money (Updated ed.). Harvard Business Review Press.

Text Book:

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education. Lovelock, C. H., Wirtz, J., & Chew, P. (2018). Services marketing: People, technology, strategy (8th ed.). Pearson.