The
course is a study of concept, strategy and marketing of services. It focuses on
application of the marketing management principles, tools and techniques in the
marketing of services. Topics covered are difference between product and
service marketing, service as a process and performance, service market
segmentation, positioning strategy, tools for service for marketers, role of
technology in services, marketing mix, marketing communication, role of service
personnel, service quality and productivity, integration of service marketing,
operation and human resource.
