SIXTH SEMESTER

BBA (CAM)
SERVICES MARKETING
Course Code: BBA (CAM) – 318 L: 4 T/P: Credits: 4
PREAMBLE: The primary objective of the course is to familiarize the student with basic concepts of service
marketing and equip them
with tools and techniques for applications of there concepts to real life problems and issue in service
environment. Looking at perspective
both in Indian and Global Context.
Course Content:
UNIT 1: Credits 10
The foundation of service marketing.& Service Marketing Environment
The Concept- Goods and Services, Comparative analysis-salient features of marketing services.
Growth and current status-Types of services.
Service Marketing Environment
Political -Legal Environment
Economic Environment
Socio-Cultural Environment
Technological Environment
Competition & Global Environment
UNIT 2: Credits 10
Consumer Behavior & Buying Process in Services Marketing Mix
Introduction
Maslow's Hierarchy of Needs
Motivation & Consumer Behaviour
22/11/2016 SCHEME OF EXAMINATION
http://ipu.ac.in/syllabus/syllbbcam.htm 71/73
Perception & Consumer Behaviour
Social & Cultural Behaviour
Psychological Factors
Consumer Buying Process.
Marketing Mix
Tradition 4 P's
Extended 3 P's of services
UNIT 3: Credits 10
S. M. Segmentation, Targeting And Positioning
An over view
Strategies for Dealing with Intangibility, Inventory, Inconsistency & Inseparability.
Segmentation, Targeting & Positioning
UNIT 4: Credits 10
Service Application & Cases on Service Marketing
Marketing of Financial Services: Banking Experiences of Indian and Foreign banks, Credit cards.
Marketing of Insurance Services
Marketing of Educational & Services
Marketing of Hospitality & Tourism
Creating Right Service Philosophy
Cases of Service Marketing
TEXT BOOKS:
1.
2. (C.L) Service Marketing-Christopher H. Lovelock -Prentice Hall International
3. (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. (SMJ) Service Marketing-S.M. Jha-Himalaya Publishing House