Chaudhary Charan Singh University (C.C.S.U)
M2 Service Marketing
| Unit 1 (book) | |
|---|---|
| Introduction: Definition, Characteristics and Classification of Services | |
| Difference between Product and Services marketing | |
| Paradigms in Services Marketing | |
| Present Marketing Environment | |
| Services marketing Mix: 7P’s of Services Marketing | |
| Difficulties & Challenges in Services Marketing |
| Unit 2 (book) | |
|---|---|
| Strategies for Services Marketing: Segmentation, Targeting & Positioning, Differentiation | |
| Understanding Consumer Behaviour | |
| Services vis-à-vis goods | |
| Consumer Behaviour in Services | |
| Customer Expectations and Perceptions of Services |
| Unit 3 (book) | |
|---|---|
| Service Development Design & Standards | |
| New Service Development, Process Service Standards | |
| Demand and Capacity Management in Delivering Services | |
| Role of Employees and Customers in service delivery | |
| Quality in Service marketing |
| Unit 4 (book) | |
|---|---|
| Service Process | |
| Service Blueprinting | |
| Physical evidence | |
| Pricing of Services: | |
| Pricing Considerations and Strategies | |
| Managing Service Promise: | |
| Role of Advertising | |
| Personal Selling | |
| Sales Promotion | |
| Publicity and Public Relations in service marketing |
| Unit 5 (book) | |
|---|---|
| Evaluating Success of Service Offering: | |
| Service quality and measurement | |
| Complaint handling | |
| Service Guarantees | |
| Role of CRM in Service | |
| The Gaps Model of Service Quality | |
| Latest issues in service marketing with reference to Uber, Ola, OYO, Swiggy, Zomato. |