Page 4 - DMGT510_SERVICES_MARKETING

SYLLABUS

Services Marketing

Objectives: The objective of this course is to acquaint the students to the uniqueness of the services characteristics and its
marketing implications. The intent of the course is to discuss, measure and analyze several facets in the area of services
marketing essential for the success of a service sector firm.

Sr. No. Discription
1. Introduction to Services Marketing, Understanding Service Characteristics, Product versus Services,
Classification of Services, Services Marketing Environment.
2. 7Ps of Services Marketing Mix, Purchase Process for services.
3. Customer Expectations and Perceptions of Services through Marketing Research, CRM in services.
4. Service Quality issues and Models on Service Quality.
5. The Service Segmentation, Targeting, Positioning a Service in the marketplace, Understanding Positioning
Maps, Developing Service Blueprint.
6. Service Product & Operation, Understanding Employees and Customers Role in Service Delivery
7. Pricing of Services, Delivering Service through Intermediaries, distribution growth options,
Internationalization in distribution
8. Developing Integrated Communication Program, Designing Servicescapes
9. Competitive Marketing Strategy, Developing Service Recovery Strategies, Managing Demand, Supply and
Productivity, Managing waiting Lines,