Service Marketing (MBA-412)
Program: Master of Business Administration
Category: Professional Elective Course
Semester: 4
Credits: 4
L-T-P: 4- 0- 0
Description
Service Marketing focuses on strategies and techniques for marketing intangible services, emphasizing customer satisfaction and relationship management. It explores the unique characteristics of services, such as intangibility, perishability, and variability, and their implications on marketing strategies. The course equips students to design and deliver value-driven service experiences in competitive markets.
Instructor

Mr. Ajay Khajuria

Professor of Practice
Department Of Management
Course Outcomes
  • Describe the important concepts of service marketing.
  • Articulate the consumer expectations, perceptions and relationships with respect to services.
  • Analyze the marketing principles to develop and design service standards
  • Evaluate the role of employees, intermediaries and customers for service delivery and recovery.
  • Develop an integrated service marketing communication plan for different use cases.
Resources
Course Handout Lesson Plan Syllabus
Evaluation Scheme
MST 15
Assignment 10
Attendance 5
Total Internal 30
Total External 70
Overall Total 100