BA5006

Services Marketing

HBS > Professional Electives > Services Marketing
Course ID
BA5006
Level
Post Graduation
Semester
Semester III

OBJECTIVES:
• To understand the meaning of services and the significance of marketing the services.

UNIT I INTRODUCTION
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services – Unique characteristics of services – Challenges and issues in Services Marketing.

UNIT II SERVICE MARKETING OPPORTUNITIES
Assessing service market potential – Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning.

UNIT III SERVICE DESIGN AND DEVELOPMENT
Service Life Cycle – New service development – Service Blue Printing – GAP model of service quality – Measuring service quality – SERVQUAL – Service Quality function development.

UNIT IV SERVICE DELIVERY AND PROMOTION
Positioning of services – Designing service delivery System, Service Channel – Pricing of services, methods – Service marketing triangle – Integrated Service marketing communication

UNIT V SERVICE STRATEGIES
Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics – Educational – Entertainment & public utility Information technique Services.

TOTAL: 45 PERIODS

OUTCOMES:
• Will be able to apply the concepts of services marketing in promoting services.

REFERENCES :

  1. Chiristropher H.Lovelock and Jochen Wirtz, Services Marketing, Pearson Education, New Delhi, 7th edition, 2011.
  2. Hoffman, Marketing of Services, Cengage, 4th Edition, 2010.
  3. Kenneth E Clow, et al, Services Marketing Operation Management and Strategy, Biztantra, 2nd Edition, New Delhi, 2004.
  4. Valarie Zeithaml et al, Services Marketing, 5th International Edition, Tata McGraw Hill, 2007.
  5. Gronroos, Service Management and Marketing –Wiley India, 3rd Edition, 2009.