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BA9253 SERVICES MARKETING SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013

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BA9253 SERVICES MARKETING SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY THIRD SEMESTER MBA MASTER OF BUSINESS ADMINISTRATION DEPARTMENT SYLLABUS, TEXTBOOKS, REFERENCE BOOKS,EXAM PORTIONS,QUESTION BANK,PREVIOUS YEAR QUESTION PAPERS,MODEL QUESTION PAPERS, CLASS NOTES, IMPORTANT 2 MARKS, 8 MARKS, 16 MARKS TOPICS. IT IS APPLICABLE FOR ALL STUDENTS ADMITTED IN THE YEAR 2011 2012-2013 (ANNA UNIVERSITY CHENNAI,TRICHY,MADURAI,TIRUNELVELI,COIMBATORE), 2009 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009

BA9253 SERVICES MARKETING LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of
Services – Unique characteristics of services - Challenges and issues in Services Marketing.
UNIT II SERVICE MARKETING OPPORTUNITIES 9
Assessing service market potential - Classification of services – Expanded marketing mix –
Service marketing – Environment and trends – Service market segmentation, targeting and
positioning.
UNIT III SERVICE DESIGN AND DEVELOPMENT 9
Service Life Cycle – New service development – Service Blue Printing – GAP’s model of service
quality – Measuring service quality – SERVQUAL – Service Quality function development.
UNIT IV SERVICE DELIVERY AND PROMOTION 9
Positioning of services – Designing service delivery System, Service Channel – Pricing of
services, methods – Service marketing triangle - Integrated Service marketing communication.
UNIT V SERVICE STRATEGIES 9
Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics -
Educational – Entertainment & public utility Information technique Services – case studies
TOTAL:45 PERIODS
TEXT BOOKS
1. Chiristropher H.Lovelock and Jochen Wirtz, Services Marketing, Pearson Education, New
Delhi, 2004.
2. Hoffman, Marketing of Services, Cengage Learning, 1st Edition, 2008.
REFERENCES
1. K. Douglas Hoffman et al, Essentials of Service Marketing : Concepts, Strategies and
Cases, Thomson Learning, 2nd Edition.
2. Kenneth E Clow, et al, Services Marketing Operation Management and Strategy,
Biztantra, 2nd Edition, New Delhi, 2004.
3. Halen Woodroffe, Services Marketing, McMillan, 2003.
4. Valarie Zeithaml et al, Services Marketing, 5th International Edition, 2007.
5. Christian Gronroos, Services Management and Marketing a CRM Approach, John Wiley,
2001.

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