Services Marketing
Subject Overview
Services Marketing is the third Marketing elective — applying marketing concepts specifically to services rather than physical products, where the customer experience is the product. You'll cover the growth of the service sector and service quality (the SERVQUAL model), service development and design (including service blueprinting), the role of employees and customers in service delivery, and close with services marketing communications and pricing. This is a 6-credit elective paper across 4 units, complementary to Consumer Behaviour and Advertising and Sales Management.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Introduction to services
Reasons for growth of the service sector, its contribution to the Indian economy, service characteristics and classification, the extended service marketing mix, SERVQUAL and the integrated gaps model of service quality
Unit 2: Service development & design
Challenges of service design, types of new services, core and supplementary elements, the new service development process, service blueprinting, physical evidence and the servicescape
Unit 3: Role of employees & customers
Service culture and the employee's role in service delivery, strategies to deliver quality services, customer participation in service delivery, role of intermediaries and electronic channels
Unit 4: Services marketing communications & pricing
The services marketing triangle, pricing approaches for services, emerging trends in services marketing