Published on Management Studies(B) (https://managementb.iisuniv.ac.in)

Home > MARKETING OF SERVICES

MARKETING OF SERVICES [1]

Paper Code: 
25MBM422
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to gain insight into the field of marketing of services and provide them with the fundamental knowledge necessary for making marketing and service decisions.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching

Strategies

Assessment Strategies

Course Code

Course title

25MBM422

Marketing of Services (Theory)

CO733: Explain the need for services marketing; the challenges; and how to deal with them.

CO734: Develop expertise in understanding service consumers and markets.

CO735: Assess the core components of services marketing, and integrated marketing communications design.

CO736: Evaluate service delivery processes and optimizing personnel management.

CO737: Examine services marketing strategies by optimizing service quality, while strategically managing demand and supply.

CO738: Contribute effectively in course- specific interaction.

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

Learning activities for the students: Self- learning assignments, presentations, practical exercise

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

 

12.00
Unit I: 
Introduction to Services Marketing

Understanding Services, Service and technology, Service Marketing Mix, Differences in Goods versus Services, Emerging Service Environment, Characteristics of service, Classification of Services.

 

12.00
Unit II: 
Understanding Service Consumers and Markets

Consumer Behavior in Services, Customer Perceptions, Service Encounters, Segmentation, Targeting and Positioning Services.

Marketing of Services with special reference to Financial Services - Health Services - Hospitality Services including Travel, Hotels and Tourism - Professional Services - Public Utility Services - Communication Services - Educational Services.

 

12.00
Unit III: 
Elements of Services Marketing

Elements of Services Marketing Mix, Service offer, Pricing of Services, Designing Integrated Services Marketing Communications.

 

12.00
Unit IV: 
Managing Service Delivery Process

Managing Physical Evidence of Services, Services capes, Designing and Managing Service Processes, Service Blueprinting, Managing People for Service Advantage.

 

12.00
Unit V: 
Implementing Services Marketing

Improving Service Quality and Productivity, SERVQUAL, Service Failures and Recovery Strategies.

Strategic Marketing Management for Services - Matching Demand and Supply through Capacity Planning and Segmentation - Internal Marketing of a Service - External versus Internal Orientation of Service Strategy.

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
  1. Ravi Shanker, SERVICES MARKETING: THE INDIAN PERSPECTIVE, Excel Books, New Delhi.
  2. Rajendra Nargundkar, SERVICES MARKETING: TEXT & CASES, Tata McGraw-Hill Pubishing Company, New Delhi,
  3. R. Srinivasan, SERVICES MARKETING, Prentice Hall of India Private Limited, New Delhi.
  4. Chatterjee, J. Lovelock, C. & Jochen Wirtz, J. (2020). Services Marketing, 8/e Eighth Edition, Pearson Education

 

References: 

Suggested readings

1.     Christopher H. Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing: People, Technology, Strategy (A South Asian Perspective) Eighth Edition 2016; Pearson Education.

2.     Harsh Verma, Textbook of Service-Marketing: Text and Cases, Pearson Education India; Second edition, 2011.

3.     Venugopal, Raghu, Services Marketing, Himalaya Publishing House Pvt. Ltd., 2013

4.     R. Srinivasan: Services Marketing: The Indian Context, Prentice Hall India Learning Private Limited; Fourth edition (2014)

5.      Christopher H. Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing: People, Technology, Strategy (A South Asian Perspective) Eighth Edition 2016; Pearson Education.

E resources

1.        ACM Digital Library, acm.org

2.        JSTOR (EBA Model) (58000), jstor.org

Journals

1.     International Journal of Education & Management Studies.

 

 

 

Academic Year: 
2025-2026 [2]

Follow Management Studies(B) on:

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India Phone:- +91-141-2400160-61, 2397906-07, Fax: 2395494, 2781158

Source URL: https://managementb.iisuniv.ac.in/courses/subjects/marketing-services-3

Links:
[1] https://managementb.iisuniv.ac.in/courses/subjects/marketing-services-3
[2] https://managementb.iisuniv.ac.in/academic-year/2025-2026