Services Marketing detailed Syllabus for MBA (Marketing), R19 regulation has been taken from the JNTUH official website and presented for the students affiliated to JNTUH course structure. For Course Code, Subject Names, Theory Lectures, Tutorial, Practical/Drawing, Credits, and other information do visit full semester subjects post given below. The Syllabus PDF files can also be downloaded from the universities official website.
For all other MBA (Marketing) 4th Sem Syllabus for R19 Regulation JNTUH, do visit MBA (Marketing) 4th Sem Syllabus for R19 Regulation JNTUH Subjects. The detailed Syllabus for services marketing is as follows.
Course Objectives:
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Learning Outcome:
Students will be to understand
- Marketing Management of companies offering Services
- Characteristics of services,
- to understand consumer behaviour in services,
- align service design and standards,
- delivering service, managing services promises.
Unit I
Introduction to Services Marketing: Services – Concepts, Characteristics, Classification of Services, Goods vs. Services, Services Marketing Mix, Service Marketing Triangle, Factors responsible for Growth of Services sector, Challenges faced by the Services Sector, Service and Technology, Impact of Technology on Service Firms, Emerging Service Sectors in India.
Unit II
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Unit III
Innovation and Quality: Service Innovation – Design, Challenges, Mapping Patterns of Service Innovation, Types of Service Innovation, stages in service innovation and development, Service Quality, Gaps model of Service Quality-Customer Gap, Provider Gap and Closing Gap, Service Excellence, Service Standards- factors, types, Physical Evidence – managing Physical Evidence, and the Servicescape – Designing Servicescapes.
Unit IV
Managing Service Operations: Service Process, Service Blueprinting, Managing Demand and Supply, Participants in Services – Employees roles in Service Delivery, Customers roles in Service Delivery, Mass Production and Delivery, Service Guarantee, Ethics in Service Firms.
Unit V
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Suggested Readings:
- John E.G. Bateson, K.Douglas Hoffman: Services Marketing, Cengage Learning, 4e, 2015.
- Vinnie Jauhari, Kirti Dutta: Services Marketing: Operations and Management, Oxford University Press, 2014.
- Christoper Lovelock, Jochen wirtz, Jayanta Chatterjee, Services Marketing, 7th edition Pearson 2015
- Valarie A. Zeithaml and Mary Jo-Bitner: Services Marketing – Integrating customer focus across the firm, TMH, 6e, 2013.
- Nimit Chowdhary, Monika Chowdhary, Textbook of Marketing of Services: The Indian Experience, MACMILLAN, 2013.
- Govind Apte: Services Marketing, Oxford Press, 2011.
- K. Rama Mohana Rao, Services Marketing, Pearson, 2e, 2011.
For detail Syllabus of all other subjects of MBA Marketing, R19 scheme do visit Marketing 4th Sem Syllabus for R19 scheme.
For all the MBA results, visit JNTUH MBA all semester results direct links.