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304 MKT: Services Marketing Syllabus SPPU


304 MKT: Services Marketing Syllabus SPPU


1. Services Marketing- An Insight into Emerging Sector of Economy: Introduction, Nature & Definition of Services, Difference between goods & Services: Service-Continuum, Key classifications of the Services, Service Characteristics; Traditional elements of Services Mix; Need for extended marketing mix elements in Services. Need to study Service Marketing: Evolution of Services as Value Contributors, Service Sector beyond 2020 - Indian, Asian & Global perspectives [7+2+2] 

2.  Role of Process, People & Physical Evidence in Services Marketing: Process - Service system - Service system, Importance of Process in Services; Service Blueprint; Mapping the Process- Horizontally & Vertically; Variety in Service Process; Value addition in Process. People- The Key to a Service Marketing; People Dimensions in Services Marketing; Service Encounters; High Contact & Low-Contact Services; Emotions in Service Situations; Service Profit Chain; Service Culture Servicescape: Physical Evidence- Contribution of Physical Evidence to the Service Understanding, Managing the Physical Evidence in Service Marketing [7+2+2] 

3. Managing Consumer Behavior & Service Quality: Consumer and Organizational Behavior in Services – Understanding Our Customers & Collaborators in services, stages of service consumption Service Quality- Levels & Dimensions; Service Quality Models - ServQual, GAP Model and Critical Incident Model. Managing demand and capacity - capacity constraints, understanding demand patterns, strategies for matching and adjusting capacity and demand Service Recovery, Service Recovery Process, Impact of Service Failures, Nature of Complaining Behavior-Complaint Resolution [7+2+2] 

 4. Segmentation, Targeting & Positioning of Services in Modern Era: Bases for Segmentation of Services; Selecting Target Market & Approaches; Techniques of Positioning Services. Managing of Relationships in Services Marketing, service marketing triangle, Current customer retention and customer lifetime value. Importance & Challenges for STP of services in modern era. [7+2+2] 

 5. Marketing of Services: New Paradigm and Perspectives: Customer as the Centre of Attention; Services as Key Differentiators; New Service Opportunities: Emergence of Work from Home, Automation & New Technologies in Services; Service Marketing Opportunities in India Applications of Service Marketing: Marketing in Tourism, Retail, Hospitality, Airlines, Telecom, IT & ITES, Sports & Entertainment, Logistics, Health Care Sector, Event Management Services and Banks & Financial Sector, onProfit Organizations. Emergence of e-services in various sectors [7+2+2 

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