Service Marketing Syllabus, B.Com 6th Sem Hons, Dibrugarh University CBCS Pattern

Service Marketing Syllabus
B.Com 6th Sem Hons
Dibrugarh University CBCS Pattern
B.Com. (Hons) CBCS Semester: VI
Course No.: DSE 601 (GROUP-III) Service Marketing
Marks: 100 (Internal Assessment 20 + Term End 80)
Lecture: 60 Tutorial: 4

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. Marks 20: 15L+1T

Unit-II: Understanding Service Customers, Customer Behaviour, Customer Expectation & Perception, Service Marketing Segmentation, Targeting & Positioning.                                 Marks 20: 15L+1T

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                     Marks 20: 15L+1T

Unit-IV: Service Marketing Applications-Marketing of Financial, Hospital, hospitality, Tourism & Educational services. Marks 20: 15L+1T

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.