Marketing of Services/ Services Marketing |MBA 4th Sem | JNTUK

                                                                                   Syllabus

                                                         M-42: Marketing of Services

EM-40: Services Marketing

Module 1

Introduction to Services Marketing: Understanding Services, Differences in Goods versus Services, Emerging Service Environment, Classification
of Services.                                                                                                        (6 Hours)

Module 2

Service Market Segmentation, Targeting & Positioning: Process of market segmentation, customer loyalty Segmentation, Targeting and Positioning service value addition to the service product, planning and branding service products, new service development.   (8 Hours)

Module 3

Pricing strategies for services: Service pricing, establishing monetary pricing objectives foundations of pricing objectives, pricing and demand, putting service pricing strategies into practice.                           (7 Hours)

Module 4

Service promotion: The role of marketing communication. Implication for communication strategies, setting communication objectives, marketing communication mix.                                                                    (6 Hours)

Module 5

Implementing Services Marketing: Improving Service Quality and Productivity, SERVQUAL, Service Failures and Recovery Strategies.                                                                                                                            (8 Hours)

Module 6

Customer Relationship Marketing: Relationship Marketing, the nature of service consumption understanding customer needs and expectations, Strategic responses to the intangibility of service performances. (7 Hours)

Module 7

Managing Service Delivery Process: Managing Physical Evidence of Services, Designing and Managing Service Processes, Managing People for Service Advantage.                                                                       (7 Hours)

Module 8

Marketing of Services in Sectors: Financial Services, Health Service, Hospitality Services including travel, hotels and tourism, Professional Service, Public Utility Services, Educational Services.        (7 Hours)