Service products, life cycle and brands

Service products, life cycle and brands

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 5: ServiceProduct and Quality Management

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

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

Curriculum Scope

• Concept and nature of service product
• New service product and service product development
• Life-cycle strategies for service products
• Branding the service product

Detailed Microsyllabus

1. Service products

   1. Explain core and supplementary service elements.
   2. Relate the service package to customer needs.
   3. Describe the nature of a new service offering.

2. Development and life cycle

   1. Outline idea generation, screening, design, testing and launch.
   2. Assess introduction, growth, maturity and decline strategies.
   3. Recognize that life-cycle patterns differ across services.

3. Branding

   1. Explain identity, promises and differentiation for service brands.
   2. Align brand claims with delivery experience.
   3. Evaluate consistency and credibility.

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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.