Module Title: Marketing of Services Program: Term: Credits: Student Learning: MBA IV 3 Learning Contact Student Study Assessment Total Description Hours 25 40 10 75 Course The focus of the courses is on introducing marketing of services as a different concept than contemporary marketing and educating the students about the technicalities and theories of service marketing. The course will concentrate on service marketing requirements of corporate with emphasis on corporate relevance of content. Course Objectives To familiarize the students with the various service concepts and strategies used. To enable them to develop the service marketing strategies and plans To develop an acumen among the students to understand the practices of service industry in India. Teaching strategies Students will learn through a combination of face-to-face contact, Interactive Session, Related Activities and guided study. Personal contact sessions will include case study analysis, activities, Live Projects and presentations. Guided study will include preliminary text readings (defined by the tutor). Supporting material will be provided to the students as and when required. Module Contents: Page 1 of 3 3- A: customer Relationship Marketing. capacity and demand management. A: 5 yes Lab Case Study .expanded g. marketing mix for services .Units Sub Units 1- Hours A: Introducti on To Services Marketin g Presentations 4 Services economy – evolution and growth of service sector – nature and scope B: characteristics – classification of services C: service market potential 2- A: 6 Fundame ntals of service Assessing service marketing marketin opportunities.Service A: delivery . channels selection C: Page 2 of 3 Design and layout of service delivery. 5 B: Strategic responses intangibility of performances.service quality . the relations nature of service hip consumption understanding marketin customer needs and g expectations. to the service C: Service life cycle – new service development 4. People in services – service process 5 B: distributing service -direct distribution. channel functions. –and perceptions of services B customer behavior specific to usage of services. C service markets segmentation – market targeting and selection. New Delhi. et. Kenneth E Clow. 3. 4. India Edition. Chiristropher H. New Delhi. 2005 5. "Text book of Marketing of Services". Douglas Hoffman. “Services Marketing Operation Management and Strategy” Biztantra. New Delhi. "Services Marketing".Text Book (Three): 1. Pearson Education. Page 3 of 3 . 2.Lovelock. 2005. John E G Bateson. Nimit Chowdhary and Monika Choudhary. Al. Jochen Wirtz. 2004. the Indian experience. Chennai. MacMillan Publishing Co. Bhattacharjee. Cengage. "Services Management. 2004. K. An Indian Respective" Jaico Publishing House.