MS-65: Marketing of Services

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Syllabus

Block 1: SERVICES MARKETING: AN INTRODUCTION

Unit 1 Services Marketing - Conceptual Framework

Unit 2 Role of Services in Economy

Unit 3 International Trade in Services, The WTO and India

Unit 4 Consumer Behaviour for Services

Block 2: SERVICES MARKETING MIX

Unit 5 Product and Price

Unit 6 Place and Promotion

Unit 7 Extended Marketing Mix

Block 3: STRATEGIC ISSUES

Unit 8 Service Quality

Unit 9 Managing Capacity/Demand

Unit 10 Retaining Customers

Block 4: SECTORAL APPLICATIONS - I

Unit 11 Financial Services

Unit 12 Hospitality and Tourism Services

Unit 13 Health Services

Unit 14 Case Study on Financial Services Marketing

Block 5: SECTORAL APPLICATIONS - II

Unit 15 Educational Services

Unit 16 Professional Services

Unit 17 Telecommunication Services

Unit 18 Product Support Services

Unit 19 Case Studies