Course
Code &
Title
23MSU416
SERVICES MARKETING
L
T
P
C
3
1
-
3
Major Course
Prerequisite
None
Academic
year
2022-2023 &
onwards
Class
BBA
Semester
IV
Course
Outcomes
Module
I
II
III
IV
V
On completion of this course, students will be able to
CO1: Identify the concept of services marketing
CO2: summarize the factors influencing consumer behaviour in services
marketing
CO3: outline the service product and pricing strategies for services
marketing
CO4: Analyze the service outcomes with appropriate leadership strategies
CO5: Analyze the services marketing for different industries
SYLLABUS
Contents
Introduction to Services and Service Quality: Concept of Services -Growth
of service sector in India- Characteristics of services marketing – Nature
&Scope – Difference between goods and services-Classification of servicesExpanded marketing mix for services-Service Quality-The GAP Analysis
Model.
Consumer Behaviour in Services: Stages of Consumer Decision Making for
Services- Customer Expectations of Services- Factors Influencing Customer
Expectations of Service - Customer Perception of Services- Factors that
Influence Customer Satisfaction - Service Quality - Service Quality Dimensions
-Service Encounters. Managing Demand and Capacity: Understanding
Demand Patterns - Strategies for Matching Capacity and Demand.
Service Product and Pricing: Product Level Framework-New service
development - Pricing for service -Approaches to Pricing of Services - Pricing
Strategies. Promoting& Distribution of Services: Promotion of service Setting Promotion objectives -Distribution services–Services Distribution –
Distribution flows of services – Channels in service.
People in Services and Physical Evidence: Role of Employees in Services
Marketing - People Management Strategies - Understanding Physical Evidence
- Servicescape Model. Service Design and Positioning: New Service
Development Process - Service Blueprinting - Components of a Service
Blueprint - Service Positioning - Developing the Value Proposition for
Positioning.
Applications of Services Marketing: Introduction - Financial ServicesBanking Services -Tourism-Hotel Services-Educational Services- Professional
Services-Information Services – Publicutility services –Entertainment Services.
K level
K1
K2
K2
K4
K4
No. of
Hours
10
10
10
9
9
Total Hours
48
Essential: [Text Book]
 Dr. K. Karunakaran, Services Marketing (Text and Cases in Indian Context), First
Edition, 2015, Himalaya Publishing House Pvt. Ltd, (Modules covered 1,2,3,5)
Suggestive:
 Dr.S.Shajahan, Service Marketing, Second Edition- January 2017, Himalaya
Publishers. (Modules covered 1,2,3)
 S. Balachandran, Services Marketing, First Edition – July 2011, Shroff Publishers
References
& Distributors Pvt Ltd, (Modules covered 1,3,4)
 R.Srinivasan, ServicesMarketing,Second Edition – January -2010, Prentice-Hall of
India Pvt Ltd, (all modules covered)
Online Resources:
1. https://www.researchgate.net/publication/282206596_Essentials_of_Services_Mark
etin3rd_edition.
2. https://onlinecourses.nptel.ac.in/noc22_mg58/preview
 Lecture
Teaching E-resources
Learning
 Role Play
Process
 Situation Analysis
 Library work (Book Review / Journal Review / Literature Review/others)
 Group Discussion
Assessment
 Case Studies
Methods
 PowerPoint Presentation
 Poster Presentation
Dr.
Designed
Dr. R Ashok
HoD
KavithaRam
by
Verified by
Kumar
u
Mapping
PO PO PO PO PO PO PO PO PO PO
1
2
3
4
5
6
7
8
9
10
CO
1
CO
2
CO
3
CO
4
CO
5
PO
11
PO
12
PS
O1
PS
O2
PS
O3
3
3
3
2
2
3
2
3
3
2
3
3
3
3
3
3
3
2
3
3
3
2
3
2
3
3
3
3
2
3
3
3
3
2
3
3
3
3
3
3
2
3
2
3
3
3
3
2
3
3
2
3
2
3
3
3
3
3
3
3
3
3
3
2
3
3
3
3
3
3
3
2
3
2
3
* 1 = Low; 2 = Medium; 3 = Strong