Syllabus for services marketing
MBA Syllabus for services marketing
BLOCK I
Services – Nature and definition – Role of service sector in the economy – Difference between services and goods – services characteristics – marketing of services – services marketing and relationship marketing.
BLOCK II
Services Market Segmentation – positioning and differentiation of services – Marketing mix decisions – 7 P’s of service marketing – Internal marketing – Role of physical evidence – Process management in service marketing.
BLOCK III
Service Delivery – Employees role and customer’s role in service delivery – Service Quality dimensions – gap model to service quality – Customer satisfaction – Customer retention – Building customer relationships.
BLOCK IV
Marketing of Financial services – Health care services – Hospitality services including tourism and hotel services.
BLOCK V
Transportation and logistics services – professional services – Educational services – media services – public utility services.
BLOCK I
Services – Nature and definition – Role of service sector in the economy – Difference between services and goods – services characteristics – marketing of services – services marketing and relationship marketing.
BLOCK II
Services Market Segmentation – positioning and differentiation of services – Marketing mix decisions – 7 P’s of service marketing – Internal marketing – Role of physical evidence – Process management in service marketing.
BLOCK III
Service Delivery – Employees role and customer’s role in service delivery – Service Quality dimensions – gap model to service quality – Customer satisfaction – Customer retention – Building customer relationships.
BLOCK IV
Marketing of Financial services – Health care services – Hospitality services including tourism and hotel services.
BLOCK V
Transportation and logistics services – professional services – Educational services – media services – public utility services.
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