University of Mumbai, Maharashtra (Mumbai University), Marketing Semester 5, Service Marketing Syllabus

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Unit - 1 Introduction of service marketing

UNIT 1

Introduction of service marketing

1.1 Introduction

1.2 Role of Services in Modern Economy Services Marketing Environment

1.3 Goods vs Services Marketing Goods Services Continuum

1.4 Consumer Behaviour Positioning a Service in the Market Place

1.5 Variations in Customer Involvement Impact of Service Recovery Efforts on Consumer Loyalty

1.4 Type of Contact High Contact Services and Low Contact Services

1.7Sensitivity to Customers’ Reluctance to Change

Unit - 2 Key elements of service marketing mix

UNIT 2

Key elements of service marketing mix

2.1 Key elements of service marketing mix

2.2 Branding of Services – Problems and Solutions

2.3 Options for service delivery

Unit - 3 Managing quality aspects of service marketing

UNIT 3

Managing quality aspects of service marketing

3.1 Improving Service Quality and Productivity

3.2 Service Quality

3.3 SERVQUAL Model

3.4 Defining Productivity – Improving Productivity

3.5 Demand and capacity management

Unit - 4 Marketing of services

UNIT 4

Marketing of services

4.1 International and Global Strategies in Services Marketing

4.2 Factors Favoring Transnational Strategy

4.3 Elements of transnational business strategy

4.4 Recent trends in marketing of services

4.4 Ethics in service marketing

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Other Subjects of Semester-5
Sales and distribution management
Corporate communication & public relations
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