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Tuesday, December 18, 2018

Dibrugarh University - B.Com 4th Semester: Service Marketing Syllabus


Course No.: 403 SERVICE MARKETING(SMKT XV)
Marks: 80 Hours: 40
Objective: The objective of this course is to acquaint students with the nature and forms of services and their marketing implications.
Course Contents:
Unit-I: Nature & Types of services; Difference between Services and goods marketing; Service Marketing Triangle. Service Marketing- Origin & Growth-Classification of Services. Macro & Micro Environments for Service Marketing.              20 : 10 hrs
Unit-II: Understanding Service Customers, Customer Behaviour, Customer Expectation & Perception, Service Marketing Segmentation, Targeting & Positioning.           20 : 10 hrs
Unit-III: Need for -Expanded marketing mix, Planning of Service Offer, Pricing, Promotion and Distribution of Services. Management of people, Process and Physical Evidence Quality Issues & Quality Models-Advertising, Branding and Packaging of Services              20 : 10hrs
Unit-IV: Service Marketing Applications-Marketing of Financial, Hospital, hospitality, Tourism & Educational services.               20 : 10 hrs
Text and Reference Books:
1.Payne, Adrin- The essence of Service Marketing,, Prentice Hall, N. Delhi.
2.Verma H.V.- Marketing of Services, Global.Business Press- N. Delhi.
3.Nargundhar: Services Marketing. Tata Mc.Graw, New Delhi.
4.Zeitha M.L.: Service Marketing, Tata Mc. Graw New Delhi.
5. Ramamohana K.: Service Marketing, Pearson, New Delhi.
6. Rao: Service Marketing, Pearson, New Delhi.
7. Verma: Service Marketing, Pearson, New Delhi.

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