Delhi University TYBMS Sem 5 Syllabus – Marketing of Services


marketing of services

Marketing of services refers to business to consumer B2C and business to business B2B services like telecommunication services, financial services, car rental services, air travel, health care services and professional services.

Marketing of Services subject is designed to equip DU BMS students with the knowledge of marketing of all types of services.

Here we present Delhi University TYBMS Sem 5 Syllabus – Marketing of Services:

Unit 1 – 10 lectures

  1. Emergence of service economy
  2. Contributory factors
  3. Consumption pattern analysis
  4. Economic transformation
  5. Unique aspects of services
  6. Goods
  7. Services
  8. Products
  9. Managerial challenges

Unit 2 – 10 lectures

  1. Marketing mix
  2. Concept of value and value drivers
  3. Extended framework
  4. Service marketing system
  5. Production
  6. Marketing
  7. Human resources
  8. Sequential analysis

Unit 3 – 10 lectures

  1. Service system positioning
  2. Service delivery process
  3. Blueprinting
  4. Service buying behavior
  5. Difference in perspective,
  6. Risk analysis
  7. Decision process

Unit 4 – 10 lectures

  1. Service marketing strategy
  2. Segmentation
  3. Targeting and positioning
  4. Market innovation
  5. Competitive differentiation
  6. Competitive advantage
  7. Value chain analysis

Unit 5 – 16 lectures

  1. Service quality
  2. Concept, technical and functional quality
  3. Service quality models and measurement
  4. Demand and supply imbalances management
  5. Challenges and strategies
  6. Service culture
  7. Managing by values
  8. Recovery and empowerment
  9. Relationship building
  10. Relationship marketing
  11. Bonding and life time value service industries
  12. Insurance
  13. Banking
  14. Air transportation
  15. Courier
  16. Education



  • Interactive services marketing – Fiask, R.P, Grove, S.J. & John, J.
  • Understanding services management, Integrated marketing – Glynn, W.J. & Barnes, J.G.
  • Service management and marketing : a customer relationship management approach – Gronroos, C.
  • Marketing of services, Concepts, strategies and cases – Hoffman, K.D., & John, E.G.B.
  • Service marketing, people, technology and strategy – Lovelck, C, & Chatterjee, J.
  • Service marketing : The Indian perspective – Shanker, R.

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