Course Objective

. i

This course intends to familiarize the students with the concept of

Service marketing, its different aspects and how it can be managed.

Module I

Definition of service - nature and characteristics - .classification of

services - the role of services in the economy - evolution of services

marketing- distinction between goods and services.

.

Module  2

Service mission - developing a service mission - customer

oriented service marketing - service marketing segmentation - process,

identifying alternative bases for segmentation - identifying and selection

target markets - positioning and differentiation of services - levels of

positioning and process.

Module III

The services marketing mix - developing marketing mix strategy -

service marketing triangle- managing demand - expectation and

perception of service quality - service encounters - customer retention,

CRM - measuring services quality and customer satisfaction -

SERVQUAL - The Gap model -  TOM.

Module  IV .

Service marketing planning process - environment - service

scapes - resource allocation and monitoring - distribution - pricing of

services - process, types - Promotion of services - advertisement,

personal  sellirg, direct marketing, sales promotion, publicity and PR -

service product development and management.

Module V

Marketing Information System and Marketing Research

application of services marketing in various industries - financial services,

health care, hospitality, IT public utilities - recent trends in service

marketing - govt. regulations, policies.