Service positioning

Service positioning

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 2: Market Segmentation, Targeting and Positioning for a Services Firm

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

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

Curriculum Scope

• Concept and process of service positioning in the target market
• Servicepositioning strategies

Detailed Microsyllabus

1. Positioning foundations

   1. Explain service positioning and the intended customer perception.
   2. Identify relevant benefits and competing alternatives.
   3. Distinguish positioning from a slogan alone.

2. Positioning process

   1. Study target needs and competitor positions.
   2. Select a credible point of difference.
   3. Develop a clear positioning statement.

3. Strategies and execution

   1. Compare benefit, quality, value and other relevant positioning approaches.
   2. Coordinate delivery and communication with the chosen position.
   3. Review customer perceptions and revise when warranted.

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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.