INDORE MANAGEMENT INSTITUTESession Plan: Sem III
Subject: Service MarketingInstructor: Manu Priya GaurDuration: 20 lectures
The course focuses on the unique challenges of marketing and managing services and deliveringquality service to customers. The attraction, retention, and building of strong customer relationships through quality service and services are at the heart of the course content.
The emphasis in the course will be on service universals rather than on any particular industry(such as bank marketing). However, concepts will be illustrated using cases, examples, andexercises in service industries such as banking, health care, financial planning, consulting, the professions, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value.
The Paper incorporates effective pedagogy.
Session 1. Growth and Importance of Service Industry
Service Industry: overviewService TrendsServices Marketing EnvironmentGrowth of service sector
Session 2. Services Concept
Scope of Goods & Services 4Is of ServicesGoods & Services Categorizations