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Syllabus: COURSE - 401 Service Marketing Unit - I

This syllabus outlines the topics and units to be covered in the course Service Marketing (Course 401, Unit I). The key topics include an introduction to service marketing defining services and their differences from goods, the nature and scope of services, challenges in services, and the relationship between service marketing and general marketing management. Unit I will also cover service market segmentation, the 7Ps marketing mix as applied to services, designing and positioning services, managing service demand, and developing customer service functions. Later units will discuss specific service industry sectors and relationship management approaches.

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Anees Ahmad
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633 views

Syllabus: COURSE - 401 Service Marketing Unit - I

This syllabus outlines the topics and units to be covered in the course Service Marketing (Course 401, Unit I). The key topics include an introduction to service marketing defining services and their differences from goods, the nature and scope of services, challenges in services, and the relationship between service marketing and general marketing management. Unit I will also cover service market segmentation, the 7Ps marketing mix as applied to services, designing and positioning services, managing service demand, and developing customer service functions. Later units will discuss specific service industry sectors and relationship management approaches.

Uploaded by

Anees Ahmad
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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SYLLABUS

COURSE -401 UNIT -I SERVICE MARKETING

INTRODUCTION Definition, Concept, Characteristics, difference between goods and services, nature & scope of services and the service challenge. Brief concept of marketing management & its relationship with service marketing, reasons for growth in Service Sector & role of Services in an Economy SERVICE MARKET SEGMENTATION & MARKETING MIX Identification of Service need, Service market segmentation, Concept of marketing mix- 7Ps, Designing and Positioning a service in the Market place , Managing service Demand Creating & Delivering Services. Communicating and Promotion services. Developing and managing the customer Service Function.

UNIT II

UNIT-III

MARKETING STRATEGIES OF SERVICES Marketing of Financial services: Financial Institutions, Merchant Banking, Leasing, Venture Capital Financing. Communication & Information Service Marketing Telecom, Customer, Courier etc. Marketing of Consultancy services. Marketing of Tourism, Shipping and Air services Marketing of Insurance services. Marketing of Non-Profit organization.

UNIT-IV

RELATIONSHIP MANAGEMENT Customer expectation & Perception of service understanding, Customer requirements and building relationships and marketing implications. Relationship management- concept, Need, Importance, Characteristics , CRM and e-CRM Customer relationship process.

UNIT -V

SERVICE FOR GLOBAL MARKETING International Marketing of services, Principle Driving Forces, Global Marketing Services, Service Strategy & Organization for Global Marketing SUGGESTED READINGS

1. Marketing for Non-Profit Organization 2. Marketing of Services 3. Marketing Services 4.Financial Service

:Kotler, Philip PHI, New Delhi :Lovelock, Christopher H, Prentice Hall :Ravi Shanker : M Y Khan

SYLLABUS
COURSE - BBA N 203

Indian Economy

Unit I: Meaning of Economy, Economic growth & development, characteristics of India Economy, Concepts of Human development, Factors affecting economic development. Unit II: An overview of Economic Resources of India, Human Resources of India: Concept of Population Explosion, Interrelation of Population and economic development, Population policy of India, Problem of Unemployment in India. Unit III: Economic planning in India; Planning commission, Critical evaluation of current Five Year Plan. Unit IV: Problems and prospects of Indian Agriculture, agriculture development during plan period. Position, Problems and Prospects of Large Scale Industries. (Iron, Steel, Sugar, Cotton, Textile) Unit V: Service and Entrepreneurial Sector, role of Commercial Bank and Financial Institutions, Role of Small Scale Industries in Indian Economy. Suggested Readings: 1.Kenes J.M. General Theory of Employment, Interest and Money 2.Brooman Macro Economics 3.Seth, M..L. Monetary Theory 4.Vaish, M.C. Monetary Theory 5.Singh, S.P. Macro Economics

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