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Services Marketing syllabus

MKM 2046 units · 29 topicsAcademic year 2083/84
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Services Marketing

6 units

1. Introduction (12 LHs)

  1. Service and service-marketing concepts
  2. Tangibility spectrum and service perspectives
  3. Service characteristics and goods comparison
  4. Service-marketing challenges
  5. Molecular, servuction and flower-of-service models
  6. Seven Ps service-marketing mix

2. Buyer Behaviour and Relationship Marketing (4 LHs)

  1. Buyer, customer, consumer and institutional buyer
  2. Decision process and influencing factors
  3. Relationship marketing concept, benefits, process and ladder
  4. Transactional selling versus relationship marketing

3. Consumers' Service Expectation and Perception (6 LHs)

  1. Expectation concept, levels, factors and zone of tolerance
  2. Service encounters and moments of truth
  3. Satisfaction concept, determinants and outcomes
  4. Service failure and complaints
  5. Service guarantees

4. Service Quality and Relationship Marketing (8 LHs)

  1. Service-quality concept and dimensions
  2. Traditional and contemporary approaches
  3. Service Quality Gap Model
  4. Quality measurement and SERVQUAL

5. Service Marketing Mix Strategies (14 LHs)

  1. Service product, development and blueprint
  2. Life-cycle strategies and service branding
  3. Pricing objectives and cost-, competition-, demand- and value-based methods
  4. Emerging and tactical pricing strategies
  5. Promotion and service distribution
  6. People, service triangle and profit chain
  7. Physical evidence and servicescapes

6. Emerging Service Sectors in Nepal (4 LHs)

  1. Nepal service-marketing environment and challenges
  2. Health, banking, insurance and communications sectors
  3. Tourism importance and prospects