Services Management

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Dr. Saroj Kumarm  & Mohd. Farook Azam

BBA, Semester - VI
According to the Syllabus of
‘Rani Channamma University, Belagavi’
 
SERVICES MARKETING
 
Module 1
Introductions to services, role of services in an economy, importance of service growth in service sector, Services in Indian scenario, types of services, difference between goods and service, nature and characteristics of services, service marketing-meaning and definition, need for service marketing and obstacles in service marketing.
 
Module 2                                                                                 (8 hrs)
Service Marketing Management: Marketing management process for services organizing, marketing planning, analysing marketing opportunities, selecting target market developing the service marketing mix, managing and controlling marketing efforts.
 
Module 3                                                                                 (8 hrs)
Introduction elements of service on marketing mix, service product, price, place, promotion, people, process, physical evidence.
 
Module 4                                                                               (10 hrs)
a)      Customer expectations of service: Factors influencing customer expectation of service, issues involving customer service expectations, gaps model of service quality.
b)      Customer perception of service: Customer perception, customer satisfaction, service quality, strategies for influencing customer perception.
c)      Service recovery: The impact of service failure and recovery, customer responds to service failure. Service recovery strategies, service guarantee.
 
Module 5                                                                               (12 hrs)
a)      Service development and design: Challenges of service design, stages in new service development, service blue printing.
b)      Customer defined service standards: Factors necessary for appropriate service standard, customer defined standards.
c)      Marketing of Services: Financial service marketing- Insurance, Bank, Mutual funds, Tourism Marketing, Hospital marketing, hotel service marketing.

 
RCU2021/BBA/6/06
49 Items
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