Lesson Plan

Subject : SERVICE MARKETING

Total no. of lectures :40

Un Topic No. of Objectives Reference Date of

it Lectures Books Complet
ion
1. The
  Concept- 1 Service
Goods and Services Marketing Rao

Comparative 2 To understand Marketing

analysis-salient the foundation Management,
features of of Service Philip Kotler
marketing services
marketing.&
Growth and current 3 Marketing
Service
status-Types of Management,
services. Marketing Philip Kotler
Environment
Political Legal 4 Service
Environment, Marketing :
Economic MK Rampal &
Environment, SL Gupta
Socio-Cultural
Environment,
Technological
Environment,
Competition &
Global Environment

2  Introduction to 2 To understand Service

Consumer Behavior Consumer Marketing :
in Services Behavior & MK Rampal &
Marketing SL Gupta
Buying
Measuring Service 2 Marketing
Process in
Quality & Customer Management,
Satisfaction Services  Mark Philip Kotler
SERVQUAL 2 eting Mix         Service
SCALE & its usage Marketing :
MK Rampal &
SL Gupta
Gap Model 2 Service
Marketing :
MK Rampal &
 SL Gupta
Model Of Service 2 Service
Recovery Marketing :
MK Rampal &
SL Gupta
3. 7P’s of service 2 To get an Service
marketing overview of Marketing :
Service Product 2 segmentation, MK Rampal &
Process And Service targeting & SL Gupta
Bluepriniting Positioning in
service
Pricing of services- 2 Service
marketing and
Objectives, Marketing :
strategies to
Challenges, MK Rampal &
deal with
SL Gupta
Approaches services
Managing service 2 characteristics Service
personnel Marketing :
MK Rampal &
SL Gupta
Customer Role in 2 Service
Service Delivery Marketing :
MK Rampal &
SL Gupta
4. Challenges of 2 Service
service distribution To understand Marketing :
Service MK Rampal &
Application & SL Gupta
Service franchising- 2 Cases on Service
Benefits & risks Service Marketing :
integrated services MK Rampal &
Marketing         
communication mix SL Gupta
 
2 Service
Service marketing Marketing :
triangle MK Rampal &
SL Gupta
Managing phyisal 2 Service
evidence & service Marketing :
scape Rao
Cases of Service 2 Service
Marketing Marketing :
MK Rampal &
SL Gupta

TEXT BOOKS:
 
1. C.H.Wirtz J. and Chaterjee. J 8th EDITION 2016. Service Marketing People
, Technology, strategy, Pearson Education
2. (R&G) Service Marketing (Concepts, Applications and Cases)-M.K. Rampal
and S.L.Gupta
 
REFERRENCE BOOKS:
1. (P.K.) Marketing Management - Philip Kotler
2. Zeithaml V.A , Bitner M. J & Pandit.A 6th Edition 2016