Program: B.B.A., LL.B. (Hons.

) Semester :

Course : Marketing Management Course Code:

Teaching Scheme Evaluation Scheme

Lecture Practical Tutorial Internal Continuous Term End

(Hours (Hours (Hours Credit Assessment (ICA) Examinations (TEE)
per per per week) (Marks - 60) (Marks- 40
week) week) in Question Paper)

3 0 0 3 Marks Scaled to 60 Marks Scaled to 40

Objectives:
1. To understand the key concepts in services marketing
2. To learn about the role of Extended Marketing Mix in Services
1. To understand and analyse the significance of services marketing in the Indian and global
2. economy
3. To understand Segmentation, Targeting & Positioning of Services in dynamic marketing
environment
Intended Learning outcomes:
On completion of this course, the students will be able to
1) Explain the unique challenges of services marketing, including the elements of product, price,
place, promotion, processes, physical evidence, and people.
2) Describe how customer relationship marketing (CRM), including retention strategies, creates
an environment that achieves excellence in customer service.

Detailed Syllabus: ( per session plan )

Unit Description: Module I Duration

1.  Services Marketing- An Insight into Emerging Sector of Economy 10 Hrs

Introduction, Nature & Definition of Services,
 Difference between goods & Services: Service-Continuum, Key
classifications of the Services, Service Characteristics; Traditional elements
of Services Mix; Need for extended marketing mix elements in Services.
 Need to study Service Marketing: Evolution of Services as Value
Contributors, Service Sector beyond 2020 - Indian, Asian & Global
perspectives

2. Module -II 10 Hrs

 Role of Process, People& Physical Evidence in Services Marketing:
Process - Service system - Service system, Servicescape and Servuction system,
 Importance of Process in Services;
 Service Blueprint; Mapping the Process- Horizontally & Vertically; Variety in
Service Process; Value addition in Process.
 People- The Key to a Service Marketing; People Dimensions in Services
Marketing; Service Encounters; HighContact & Low-Contact Services;
Emotions in Service Situations; Service Profit Chain; Service Culture Physical
 Evidence- Contribution of Physical Evidence to the Service Understanding,
Managing the Physical Evidence in Service Marketing

3. Module-III 10 Hrs
 Managing Consumer Behaviour& Service Quality:Consumer and
Organisational Behaviour in Services – Understanding Our Customers &
Collaborators in services,
 stages of service consumption Service Quality- Levels & Dimensions; Service
Quality Models - ServQual, GAP Model and Critical Incident Model.
 Managing demand and capacity - capacity constraints, understandingdemand
patterns, strategies for matching and adjusting capacity and demand
 Service Recovery, Service Recovery Process, Impact of Service Failures,
 4. 15 Hrs
Module-IV
 Segmentation, Targeting & Positioning of Services in Modern Era: Bases for
Segmentation of Services; Selecting
 Target Market & Approaches; Techniques of Positioning Services. Managing
of Relationships in ServicesMarketing, service marketing triangle, Current
customer retention and customer lifetime value.
 Service Marketing Strategies for Small and Medium Enterprises: Importance &
Challenges.

Total 45 Hrs
Text Books:
1. Service Marketing Concepts Applications & Cases Mk Rampal,Sl Gupta, Galgotia Publishing Company
2. Services Marketing: People Technology Strategy, by Wirtz Jochen (Author), Lovelock Christopher
(Author),Chatterjee Jayanta, Pearson Education; 8thedition (2017)
3. Services Marketing by Zeithaml, Bitner, Gremler& Pandit, TMGH, 4th Edition
4. Services Marketing: Global Editionby Christopher Lovelock (Author), Jochen Wirtz, Pearson Education;
7 Edition
Suggested References:
1. Service Management: Operations, Strategy, and Information Technology, James A. Fitzsimmons, Mona
J.Fitzsimmons, McGraw-Hill/Irwin, 2006
2. Services Marketing: Concepts and Practices by Ramneek Kapoor, Justin Paul &Biplab Halder, McGraw
Hill
3. Services Marketing by Rajendra Nargundkar, McGraw-Hill, 3rd Edition
4. Services Marketing, 2nd Edition by Rao -Pearson
5. Service Marketing - by C. Bhattacharya,Excel Books
6. Services Marketing – K. Rama Mohana Rao, Pearson; 2 edition (2011)

Internal Continuous Assessment:

Specific assessments / methods Weightage

Continuous assessment In per cent

Research Paper (1500- 2000 word max) 20

Assignment 20

Mid-Term 20

Total 60