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.