Service Marketing – Revised TYBMS Syllabus 2016

Modules at a Glance

SN Modules  No. of Lectures
 1  Introduction of Services Marketing  15
 2  Key Elements of Services Marketing Mix  15
 3  Managing Quality Aspects of Services Marketing  15
 4  Marketing of Services  15
Total  60

Service Marketing – Syllabus Overview

SN Modules/ Units 
 1  Introduction of Services Marketing
• Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services
• Role of Services in Modern Economy, Services Marketing Environment
• Goods vs Services Marketing, Goods Services Continuum
• Consumer Behaviour, Positioning a Service in the Market Place
• Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty
• Type of Contact: High Contact Services and Low Contact Services
• Sensitivity to Customers’ Reluctance to Change
 2  Key Elements of Services Marketing Mix
 • The Service Product, Pricing Mix, Promotion & Communication Mix, Place/Distribution of Service, People, Physical Evidence, Process-Service MappingFlowcharting


• Branding of Services – Problems and Solutions

• Options for Service Delivery

 3  Managing Quality Aspects of Services Marketing
• Improving Service Quality and Productivity
• Service Quality – GAP Model, Benchmarking, Measuring Service Quality -Zone of Tolerance and Improving Service Quality
• The SERVQUAL Model
• Defining Productivity – Improving Productivity
• Demand and Capacity Alignment
 4  Marketing of Services
• International and Global Strategies in Services Marketing: Services in the Global Economy- Moving from Domestic to Transnational Marketing
• Factors Favouring Transnational Strategy
• Elements of Transnational Strategy
• Recent Trends in Marketing Of Services in: Tourism, Hospitality, Healthcare, Banking, Insurance, Education, IT and Entertainment Industry
• Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service Sector

Reference Books for Subject: Service Marketing

Service Marketing : ~
1. Valarie A. Zeuhaml &Mary Jo Bitner, Service Marketing, Tata McgrawHill, 6th Edition
2. Christoper Lovelock, JochenWirtz, Jayanta Chatterjee, Service Marketing People, Technology, Strategy – A South Asian Perspective , Pearson Education, 7th Edition
3. Ramneek Kapoor, Justin Paul &Biplab Halder, Services Marketing-Concepts And Practices, McgrawHill, 2011
4. Harsh V.Verma, Services Marketing Text &Cases, Pearson Education, 2nd Edition
5. K. Ram Mohan Rao, Services Marketing, Pearson Education, 2nd Edition, 2011
6. C. Bhattacharjee, Service Sector Management, Jaico Publishing House, Mumbai, 2008
7. Govind Apte, Services Marketing, Oxford Press, 2004




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