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Service Marketing (Theory) [1]

Paper Code: 
RTM 332
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to analyze the various aspects of service marketing, facilitating   effective retail management.

 

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course title

 

 

 

 

 

 

 

 

 

 

 

24RTM 332

 

 

 

 

 

 

 

 

 

 

Service Marketing

(Theory)

On completion of this course, the students will be able to;

CO7: Analyze the nature of services and attributes of service provider and service seeker.

CO8:         Explore the concept and future aspects of service marketing.

CO9: Explain various modes of inland transport along with the significance of market segmentation.

CO10: Assess the implications of services marketing mix.

CO11: Demonstrate an advanced understanding of customer orientation and compliant management. 

CO12: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

 

Learning activities for the students: Self learning assignments, Effective questions, Giving tasks

Continuous assessment test, Year end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects

 

14.00
Unit I: 
Service:

Meaning and Nature of services, Classification of services, service provider and service seeker. Growth of services.

10.00
Unit II: 
Service Marketing:

Meaning, Definition, Role , Evolution, Essence and future of services marketing

10.00
Unit III: 
Types of Inland Transport:

Planning and Market Segmentation : Planning process of service marketing , Developing an effective service mission – market segmentation – positioning and differentiation of services

12.00
Unit IV: 
Services marketing Mix:

Product, Price, Place, Promotion- People, Physical evidence, process, service marketing tri-angles.

14.00
Unit V: 
Customer Orientation:

Customer service quality, customer retention- Relationship Marketing Programme- Listening to consumer, Methods of listening- complaint Management- service Guarantees- measuring customer satisfaction – Designing analysis, customer satisfaction survey feedback.

Essential Readings: 

1. Ram Mohan Rao, Services Marketing (Pearson Education)
2. Roland. T.Rust Anthony J. Zahorik and Timothy I. Keilninghan, Services Marketing.
3. John M. Rathmoll: Marketing in the service sector (Winthrop)

References: 

Suggested Reading:
1. Adrienne Payne : The Essence of services Marketing (Prentice Hall of India)
2. K. DauglasHoffiman and John E.G. Bateson : Essentials of services Marketing (Harcourt college)

Academic Year: 
2025-2026 [2]

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Source URL: https://managementb.iisuniv.ac.in/courses/subjects/service-marketing-theory

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