Marketing of Services [BB605M] BBA - VI Sem. Syllabus for DAVV Indore Affiliated Institutions

BB605M                                    Marketing of Services

Unit-I  INTRODUCTION TO SERVICE MARKETING-Meaning, Defination, Characteristics, Components, Classification of Service Marketing, Factors Leading to a Service Economy.

 

Unit-II SERVICE CONSUMER BEHAVIOUR- Understanding the Service Customer as a   ecision Maker, Customer purchase is Associated with Risk, How Service Customers Evaluate the Service, The Service Consumer Decision Process, and The Decision Making Process in the Service Sector,  components of Customer Expectations, Service Satisfaction, Service Quality Dimensions,

Unit-III         THE SERVICE DELIVERY PROCESS-Managing Service Encounters, Common Encounter Situations, Managing Service Encounters for Satisfactory Outcomes, Service Failure, Service Recovery, Process of Service Recovery, Customer Retention and Benefits.

Unit-IV STRATEGIC ISSUES IN SERVICE MARKETING-Market Segmentation in the Marketing of Srevices, Target Marketing, Positioning of Services-How to Create a positioning Strategy, Developing and maintaining Demand and Capacity

Unit-V CHALLENGES OF SERVICE MARKETING-Marketing Planning for Services, Developing and Managing the Customer Service Function, Developing and Maintaining Quality of Services,.

Unit-VI  RELATIONSHIP MARKETING-The levels of Customer Relationships, Dimensions of a Relationship, Goal of relationship marketing.

BOOKS:

   1.   Zeithmal, Bitner,Service Marketing (SIE), Tata Mcgraw Hill, New Delhi

2.   Harsh V. Verma, Services Marketing, Pearson Education, New Delhi 

Course Objective: The objective of this course is to develop an insight and understanding of Marketing of 

Services  

Examination Scheme: Students shall be evaluated on two components, internal and end semester  examination. The Semester Exam shall be worth 80 marks, it will have two sections A and B. Section A worth 60 marks will comprise of seven theory questions, out of which a student will be required to attempt any four questions. Section B worth 20 marks will contain a case.