Marketing Electives

SCOPE OF THE COURSE (SYLLABUS)

UNIT – I: NATURE AND SCOPE OF SERVICES : Introduction, meaning of services, 7Ps of service marketing, 4 I’s characteristics of services, difference between services and tangible products, service sector, classification of services, growth of service sectors and service industries.

UNIT – II: SEGMENTING AND TARGETING OF SERVICES: Introduction, Need for segmentation of services, bases of segmentation of services, segmentation strategies in service marketing, need for targeting, Approaches to Target Marketing.

UNIT – III: POSITIONING OF SERVICES: Positioning of services, positioning strategies for services, positioning Through Product/Service Delivery Strategies, Positioning through Pricing Strategies, Positioning through Distribution Strategies, positioning through Sales Promotion and Advertising, Service Differentiation Strategies

UNIT – IV: CONSUMER BEHAVIOR IN SERVICES MARKETING: Introduction, Customer Expectations in Services, Service Costs Experienced by Consumer, the Role of customer in Service Delivery, Conflict Handling in Services, Customer Responses in Services, Concept of Customer Delight

UNIT – V: EMERGING ISSUES IN SERVICES MARKETING: Introduction, Service Marketing in e-Commerce and e-Marketing, and Telemarketing Services, Service Marketing Research for Global Markets and Rural Markets, Innovations in Services Marketing, Ethical Aspects in Service Marketing

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