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Services Marketing syllabus

MKM 2046 units · 44 topicsAcademic year 2083/84
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Services Marketing

6 units

1. Introduction (12 LHs)

  1. Concept of Service and Service Marketing
    1. Concept of Service and Service Marketing: Tangibility spectrum of service
  2. Prospective of Service
    1. Prospective of Service: Customer service
    2. Service product
    3. Service industry
    4. Service business
    5. Derived service
  3. Supplementary service
    1. Supplementary service
    2. Internal service
    3. Service business
  4. Characteristics of Service Compared to Goods
    1. Characteristics of Service Compared to Goods
  5. Characteristics of Services
    1. Characteristics of Services: their consequences and management response
  6. Service Compared to Goods
    1. Service Compared to Goods: based on product, production, distribution, inventory, sales, promotion, HR, organization, consumption, customer relation, quality
  7. Challenges of Service Marketing
    1. Challenges of Service Marketing: Service stinks
  8. Models in Service Marketing
    1. Models in Service Marketing: The molecular model, Theservuction model, Flower of service
  9. Service Marketing Mix
    1. Service Marketing Mix: Product, Place, Price, Promotion, People, Process and Physical evidence.

2. Buyer Behaviour and Relationship Marketing (4 LHs)

  1. Buyers Behaviour
    1. Buyers Behaviour: Concept of buyer, customer, and consumer, and institutional buyer
  2. Consumer Buying Decisions
    1. Consumer Buying Decisions: Buyer decision making process
  3. Factors influencing buying behaviour
    1. Factors influencing buying behaviour
  4. Relationship Marketing
    1. Relationship Marketing: Concept and benefits of relationship marketing
  5. Process and ladder of relationship
    1. Process and ladder of relationship
  6. Transactional selling and Relationship Marketing
    1. Transactional selling and Relationship Marketing

3. Consumer’s Service Expectation and Perception (6 LHs)

  1. Consumer’s Service Expectation
    1. Consumer’s Service Expectation: Concept, levels, and determining factors
    2. Zone of tolerance
  2. Perception / Service encounter
    1. Perception / Service encounter: MOT
    2. Types of encounters
  3. Consumer Satisfaction
    1. Consumer Satisfaction: Concept
    2. Determinants
  4. Outcome of consumer satisfaction
    1. Outcome of consumer satisfaction
  5. Service failure
    1. Service failure: Customer response to service failure
  6. Handling customer complaints
    1. Handling customer complaints
    2. Service guarantee.

4. Service Quality and Relationship Marketing (8 LHs)

  1. Service Quality
    1. Service Quality: Concept
  2. Dimensions of service quality
    1. Dimensions of service quality
  3. Approaches – Traditional approaches and contemporary approaches
    1. Approaches – Traditional approaches and contemporary approaches
  4. The Service Quality Gap Model
    1. The Service Quality Gap Model: The reasons for the gaps and management response to minimize the gap
  5. Measurement of Service Quality
    1. Measurement of Service Quality: Concept and elements of measurement
  6. Methods of measurement, SERVQUAL
    1. Methods of measurement, SERVQUAL

5. Service Marketing Mix Strategies (14 LHs)

  1. Service Product
    1. Service Product: Concept of service product
  2. New service product development process
    1. New service product development process
    2. Service Blue Print
  3. Service product life cycle and marketing strategies
    1. Service product life cycle and marketing strategies
  4. Service Branding
    1. Service Branding: Concept, Objectives and brand equity
  5. Service Pricing
    1. Service Pricing: Concept of service pricing, Objectives
  6. Approaches to service pricing- Cost based
    1. Approaches to service pricing- Cost based, Competition based, Demand based and Value based- Emerging service pricing strategies: Satisfaction based pricing, relationship based pricing, EDLP pricing, back-ward pricing, Yield management, Pricing Strategies: Discounting, Psychological pricing, Penetration pricing, Skimming pricing, Price farming and Result based pricing
  7. Service Promotion
    1. Service Promotion: Concept of service promotion
  8. Promotion mix for service and selection strategies
    1. Promotion mix for service and selection strategies
  9. Service Distribution
    1. Service Distribution: Concept of service distribution
  10. Methods of direct distribution
    1. Methods of direct distribution
  11. Service intermediaries
    1. Service intermediaries
  12. People
    1. People: Concept of people in service
  13. Role of service employees
    1. Role of service employees, consumers and follow consumers - Service marketing triangle, - Service Profit Chain
  14. Physical Evidence
    1. Physical Evidence: Concept and role of physical evidence.

6. Emerging Service Sectors in Nepal (4 LHs)

  1. Service Marketing in Nepal
    1. Service Marketing in Nepal: Service marketing environment and challenges
  2. Introduction of Service Sector in Nepal
    1. Introduction of Service Sector in Nepal: Health sector, Banking sector, Insurance sector, Communication and Network sector
  3. Tourism Sector
    1. Tourism Sector: Importance and prospective.