Service foundations and classifications

Service foundations and classifications

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 1: Introduction

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of service foundations and classifications.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning
• Characteristics and classification of services
• Fundamental difference between goods and services

Detailed Microsyllabus

1. Service foundations

   1. Explain services and their principal characteristics.
   2. Compare tangible goods and service offerings.
   3. Identify the implications of intangibility, variability and production-consumption relationships.

2. Classification

   1. Classify services using relevant customer, provider and delivery criteria.
   2. Compare consumer and business service situations.
   3. Recognize mixed goods-and-service offerings.

3. Marketing application

   1. Connect service characteristics with customer uncertainty and delivery choices.
   2. Use examples to justify classifications.
   3. Avoid treating every service as identical.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.