Services Marketing detailed Syllabus for MBA (Marketing), R22 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 R22 Regulation JNTUH, do visit MBA (Marketing) 4th Sem Syllabus for R22 Regulation JNTUH Subjects. The detailed Syllabus for services marketing is as follows.
Course Objectives:
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Course Outcomes:
Students will be able to:
- Understand Marketing Management of companies offering Services.
- Learn the relevance of services.
- Learn various influences of the consumer behaviour in services.
- Understand the relevance of service operations.
- Identify the need for promotion strategies for services.
Unit – I
Introduction to Services Marketing: Services: Concepts, Characteristics and 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, Gap model of Service Quality: Customer Gap and Provider Gaps, Closing Gaps. Service Excellence, Service Standards: Factors and Types. Physical Evidence: Managing Physical Evidence, Servicescape and Designing the Servicescape.
Unit – IV
Managing Service Operations: Service Process, Service Blueprinting, Managing Demand and Supply, Participants in Service Delivery: Employee�s role and Customer�s role. Mass Production and Delivery, Service Guarantee, Ethics in Service Firms.
Unit – V
For the complete Syllabus, results, class timetable, and many other features kindly download the iStudy App
It is a lightweight, easy to use, no images, and no pdfs platform to make students’s lives easier.
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Suggested Readings:
- Wirtz Jochen, Lovelock Christoper, Services Marketing: People Technology Strategy, Pearson Education,9e,2022.
- Mathur, SP,Mathur, Nishu, Service Marketing, New Age International (P) Ltd Publishers. 1e, 2018
- Valarie A. Zeithaml, Mary Jo Bitner, Dwanye D. Gremler , Ajay Pandit, Services Marketing -Integrating Customer Focus Across the Firm, McGraw Hill Education ,2018.
- K. Douglas Hoffman, John E.G. Bateson, Services Marketing Concepts Strategies and Cases, Cengage Learning ,5e, 2017.
- S. Shajahan, Services Marketing: Himalaya Publishing House. 2017.
- Govind Apte: Services Marketing, Oxford Press, 2011.
- John E.G. Bateson, K. Douglas Hoffman: Services Marketing, Cengage Learning, 4e, 2012.
Suggested Audio Visuals link
- https://www.youtube.com/watch?v=5MBEHY7Q0Ls
- https://www.youtube.com/watch?v=xFvbgddv7C4
- https://www.youtube.com/watch?v=1zYsQSJvbog
- https://www.youtube.com/watch?v=MnsVEKEqVoM
For detail Syllabus of all other subjects of MBA Marketing, R22 scheme do visit Marketing 4th Sem Syllabus for R22 scheme.
For all the MBA results, visit JNTUH MBA Marketing all semester results direct links.