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    Services Marketing MICRO 2020-2021

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    nitingude214
    The document outlines a micro level syllabus for the subject of Services Marketing for an MBA program, including 5 units that will cover topics such as the characteristics and growth of services, customer relationship management strategies, developing service products and pricing methods, and how to plan and manage service delivery and marketing communications. Key chapters and pages from two textbooks are referenced for each topic to provide students with further reading material.

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    Services Marketing MICRO 2020-2021

    Uploaded by

    nitingude214
    15 views2 pages
    The document outlines a micro level syllabus for the subject of Services Marketing for an MBA program, including 5 units that will cover topics such as the characteristics and growth of services, customer relationship management strategies, developing service products and pricing methods, and how to plan and manage service delivery and marketing communications. Key chapters and pages from two textbooks are referenced for each topic to provide students with further reading material.

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    Services marketing MICRO 2020-2021

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    The document outlines a micro level syllabus for the subject of Services Marketing for an MBA program, including 5 units that will cover topics such as the characteristics and growth of services, customer relationship management strategies, developing service products and pricing methods, and how to plan and manage service delivery and marketing communications. Key chapters and pages from two textbooks are referenced for each topic to provide students with further reading material.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    15 views2 pages

    Services Marketing MICRO 2020-2021

    Uploaded by

    nitingude214
    The document outlines a micro level syllabus for the subject of Services Marketing for an MBA program, including 5 units that will cover topics such as the characteristics and growth of services, customer relationship management strategies, developing service products and pricing methods, and how to plan and manage service delivery and marketing communications. Key chapters and pages from two textbooks are referenced for each topic to provide students with further reading material.

    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    of 2

    VELAGAPUDI RAMAKRISHNA

    SIDDHARTHA ENGINEERING COLLEGE::VIJAYAWADA


    (AUTONOMOUS)

    DEPARTMENT OF BUSINESS MANAGEMENT


    MICRO LEVEL SYLLABUS

    Program MBA Regulation MBA19


    Subject Code 19MBA4004 (M1) Year & II YEAR II
    Semester SEMESTER
    Title of the Subject SERVICES MARKETING

    Unit Content/Topics Covered Text Chapter/ Page


    No (mention Sub Topics as found in books) Book Section No. Number
    Introduction and Definition of Services Marketing 1
    Ch-1
    Reasons for growth of services marketing 1-2
    Role of services in modern Economy 3-4
    Services in Indian Scenario 5-7
    Unit-1

    Characteristics of Services 8-11


    Goods Vs Services 12-13
    T1
    Need of Services marketing 14-15
    Classification of services Ch-2 21-28
    Service quality 258
    Dimensions of service quality Ch-17 259-260
    Service quality Gap models 263-265
    Introduction to Customer Relationship management 87-90
    Goals & Benefits of relationship marketing 91-92
    Ch-5
    Foundations of relationship strategies
    Unit II

    95-99
    T2&
    Strategies for building customer relationship 100-102
    T1
    The nature service consumption 69-72
    Ch-6
    Understanding customer needs & Expectations 70-75
    Introduction T1 77
    Ch-7
    Elements of service marketing mix 78-84
    Concept of service product 85-86
    Value addition to the service product 87
    Development of new service 91
    Stages in new service development 94-95
    Ch-8
    Service life cycle 96-97
    Positioning of services 98
    Unit – III

    Planning & Branding service product 98-99


    Creating &maintaining valued relations 102
    Customer loyalty. 102
    Introduction 102
    Role of Service pricing Ch-9 103
    Steps involved in pricing decisions 103
    T1
    Establishing pricing objectives 104
    Unit-IV
    Unit-IV

    Methods of pricing 106-107


    Ch-9
    Pricing strategies 108-110
    Pricing strategies into practice 111
    Service Market segmentation & process of
    T2 92-93
    segmentation
    Introduction 112-113
    Role of marketing communication Ch-10 113
    Implication for Communication strategies 114
    Setting Communication objectives T1, 115-119
    Unit - V

    What is Service delivery system T2&


    155-157
    R1 Ch-11
    Planning& Managing service delivery 158-160
    Creating delivery system in pricing, cyberspace, time Ch-5 115-122
    Physical evidence of services 286-287
    Ch-14
    The role of intermediaries 162-166
    LEARNING RESOURCES

    Text Books:
    1. Vasanthi Venugopal: Services Marketing, Himalaya Publishing House, 2010
    2. Dr. K. Karunakaran: Services Marketing, Himalaya Publishing House, 2014(cases in Indian
    context)

    Reference Books:
    1. Christopher Lovelock., Services Marketing. Pearson education,2010
    2. Ravi Shanker: Services Marketing, Excel Books, New Delhi, 2010

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