OBJECTIVE:

The objective of the course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of services. It focuses on targeting and positioning of services and helps the students to know the consumer behaviour in services. The course focuses on the unique challenges of marketing and managing services and delivering quality service to customers vis-a-vis attraction, retention, and building of strong customer relationships through delivery of quality service.

 

COURSE OUTCOMES:

CO1: Students will be able to understand and explain the nature and scope of services marketing.

CO2: Students will be able to understand the need of services marketing in a professional and engaging manner.

CO3: Students will be able to understand the challenges faced by the services marketing in traditional commercial marketing, e-marketing and non commercial environments.

CO4: Students will be able to understand the difference between marketing physical products and intangible services.

CO5: Students will be able to understand the extended services marketing mix, and the four unique traits of services marketing

CO6: Students will be able to provide a theoretical and practical basis for assessing service performance using company examples and report on this in a professional, logical and coherent way.

CO7: Students will be able to learn, modify, and/or extend new theories and concepts pertaining to explaining the characteristics of customers' purchasing

CO8: Students will be able to understand consumption behaviour of services and service firms' marketing behaviour.

CO9: Students will be able to understand the ethics in services marketing.

CO10: Students will be able to understand Service Marketing in e-Commerce, e-Marketing, and Telemarketing Services