Service and Retail Marketing [FT 404M] MBA - IV Sem. Syllabus for DAVV Indore Affiliated Institutions

DEVI AHILYA VISHWAVIDYALAYA, INDORE

MBA (Full-Time) Marketing Management 
 Fourh-4th-IV Semester Curriculum/ Syllabus

Service and Retail Marketing Syllabus

Marketing Management  - Service and Retail Marketing [FT 404M ]

Course Contents

1.  Services:    Service  Sector  and  Economic Growth,  Service  Concept,  Characteristicsand  Classification  of  Service,  Challenges&Strategic Issues  in  Service  Marketing:Segmentation, Differentiation and Positioning of Services. 

2.  Marketing  Mix in  Services Marketing:    Product,  Price,  Place,  Promotion, People,Physical Evidences and Process Decisions. 

3.  Designing  a  Service  Strategy:  Service  Management  Process;  Internal,  External  and Interactive marketing strategies.

4.  Managing Service quality and Productivity: Concept, Dimensions and process; service quality models (Gronnos and Parsuraman) Application and Limitations, Productivity inServices. 

5.  Applications of  Service  Marketing:    Marketing  of  Financial,  Hospitality,  Health, Educational  and  Professional  Services,  Marketing  for  Non-Profit  Organizations and NGOs.  Retail  Marketing:  Retailing  and  Marketing,  Consumer  Behaviour  and  Retail Operations. Strategic marketing planning for Retailing. 

6.  Retail  Marketing  Mix:  Retail  Product:  Merchandising,  Store  Design,  Layout  ,Pricing:  Pricing  objective,  Policies  and  Strategies.  Distribution:  Location,  Logistics,  SCM, Channels.  Communication  &  Promotion;  Developing  Promotion  Mix for  Retailing.

Managing Retail Brand. 

7.  Retail  Service  Quality:  Quality audit.  Managing  People  Retail  :  HRM,  CRM,  IT  in Retailing & Future trends 

Text Books

• Zeithmal, Bitner,Service Marketing (SIE),4e Tata Mcgraw Hill
• Hoffman, Marketing of Service 1^st 2008 Cengage Learning
• Cullen,Retailing:Environment & operation ,1^st2008 Cengage Learning
• A Sivakumar Retail Marketing Excel Books
• C BhattachryaRavi Shanker, Services Marketing,Excel Books

Reference Books

• Nargundkar Rajendra, Services Marketing,3e Tata Mcgraw Hill
• Clow Services Marketing: Operation, Management and Strategy, 2ed,Wiley
• Apte,Services Marketing, Oxford Press
• Jauhari Services: Marketing, Operations, and Management, Oxford Press

Course Objective  The objectives of the course are to expose students to the nature of retail and service markets and  develop  abilities to  help  them  apply marketing  concepts  in  these markets. 

Examination Scheme: Students shall be evaluated on two components , internal and end semester examination. Internal component shall be of 20 marks based on continuous evaluation .The Semester Examination will be worth 80 marks, it will have two Section, 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 Cases.