Services marketing and mix

Services marketing and mix

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 services marketing and mix.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Concept and importance of services marketing
• Marketing mix for services

Detailed Microsyllabus

1. Services marketing

   1. Explain the purpose and importance of marketing services.
   2. Connect customer needs with delivery and value promises.
   3. Identify relationships among customer, provider and employees.

2. Marketing mix

   1. Explain product, price, place and promotion for services.
   2. Examine people, process and physical evidence.
   3. Coordinate the mix rather than treating elements independently.

3. Application

   1. Design a mix for a defined service and customer group.
   2. Explain how choices influence experience and expectations.
   3. Assess feasibility and consistency with the promise.

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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.