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

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:

Fundame
ntals of
service
Assessing service marketing
marketin
opportunities- expanded
g.
marketing mix for services .
and
perceptions of
services
B
customer behavior specific to
usage of services- service
quality .
C
service
markets
segmentation market
targeting and selection.

3-

A:

customer Relationship Marketing, the

relations
nature of service
hip
consumption understanding
marketin
customer needs and
g
expectations,

B:
Strategic responses
intangibility
of
performances.

to the
service

C:

Service life cycle new service

development

4- Service

A:

delivery . People in services service

process

B:

distributing service -direct

distribution, channel
functions, channels selection

C:

Page 2 of 3
Design and layout of service
delivery, capacity and
demand management.

A:

yes

Lab

Case
Study

Text Book (Three):

1. Kenneth E Clow, et. Al, Services Marketing Operation Management and
Strategy Biztantra, New Delhi, 2004.
2. Chiristropher H.Lovelock, Jochen Wirtz, "Services Marketing", Pearson
Education, New Delhi, 2004.
3. Nimit Chowdhary and Monika Choudhary, "Text book of Marketing of
Services", the Indian experience, MacMillan Publishing Co, New Delhi, 2005.
4. Bhattacharjee, "Services Management, An Indian Respective" Jaico
Publishing House, Chennai, 2005
5. K. Douglas Hoffman, John E G Bateson, Cengage, India Edition.

Page 3 of 3