Vinayaka Missions University,Directorate of Distance Education

Salem India
MASTER OF MARKETING MANAGEMENT
1 Yr.
MARKETING OF SERVICE[2](2040305)
UNIT - 01
EVOLUTION AND GROWTH OF SERVICE SECTOR - COVERAGE OF SERVICES - FACTORS
FOR THE GROWTH OF THE SERVICE SECTOR - IMPACT OF SOCIAL ENVIRONMENT ON
THE GROWTH OF SERVICES MARKETING - SIGNIFICANCE OF SERVICES MARKETING

UNIT - 02
THE CONCEPTS OF SERVICES - MEANING AND DEFINITION OF SERVICES -
COMPONENTS OF SERVICE - CHARACTERISTICS AND CLASSIFICATION OF SERVICES -
DIFFERENCE BETWEEN GOODS AND SERVICES - COMPARISON BETWEEN SERVICES
AND GOODS

UNIT - 03
SERVICE DESIGN - FACTORS TO BE CONSIDERED IN DESIGNING SERVICE PROCESS -
GUIDING PRINCIPLES OF SERVICE DESIGN - MANUFACTURING MODEL OF THE SERVICE
DESIGN - REASONS FOR LOW PRODUCTIVITY IN SERVICE INDUSTRIES - STEPS TO BE
TAKEN FOR IMPROVING PRODUCTIVITY - ROLE OF TECHNOLOGY IN SERVICE PROCESS

UNIT - 04
SERVICE MARKETING MIX - CHARACTERISTICS OF SERVICE MARKETING MIX - PRODUCT
- PRICE - PROMOTION - PLACE - PEOPLE - PHYSICAL EVIDENCE - PROCESSES

UNIT - 05
SERVICE PRODUCT - CONCEPTS UNDERLYING THE SERVICE PRODUCT - SERVICE
PACKAGES - MANAGING SERVICE OFFERING - TYPES OF NEW SERVICES - STAGES IN
NEW SERVICE DEVELOPMENT

UNIT - 06
PRICING IN SERVICES - OBJECTIVES OF PRICING - CHARACTERISTICS OF SERVICES
AND PRICES - FACTORS AFFECTING PRICING DECISIONS - CUSTOMER KNOWLEDGE OF
SERVICE PRICES

UNIT - 07
SERVICE PROMOTION - MARKET COMMUNICATION STEPS IN DEVELOPING EFFECTIVE
COMMUNICATION - SERVICE COMMUNICATION - ADVERTISING - SALES PROMOTION -
PERSONAL SELLING - DIRECT MARKETING

UNIT - 08
LOCATION OF SERVICES - FACTORS TO BE CONSIDERED IN CHOOSING A SERVICE
LOCATION - CLASSIFICATION OF SERVICES BY LOCATION

UNIT - 09
CHANNELS OF DISTRIBUTION - METHODS OF DISTRIBUTING SERVICES - AGENTS -
BROKERS - DESIGNING A DISTRIBUTION SYSTEM - COMMON ISSUES IN INVOLVING
INTERMEDIARIES

UNIT - 10
PEOPLE IN SERVICES MARKETING MIX - ROLE OF FRONTLINE EMPLOYEES -
STRATEGIES FOR CREATING CUSTOMER ORIENTED SERVICE DELIVERY - TRAINING -
EMPOWERMENT - BENEFITS OF EMPOWERMENT PROMOTING TEAMWORK -
STRATEGIES ENSURING INTERNAL SUPPORT

UNIT - 11
TYPES OF MARKETING IN SERVICE FIRMS - INTERNAL MARKETING - OBJECTIVES - ROLE
OF INTERNAL MARKETING - COMPONENTS OF INTERNAL MARKETING PROGRAMMES -
STEPS IN DEVELOPING INTERNAL MARKETING PROGRAMMES - DIFFERENCE BETWEEN
EXTERNAL AND INTERNAL MARKETING

UNIT - 12
MARKETING OF SERVICES - FINANCIAL SERVICES - BANKING - INSURANCE - HEALTH
SERVICE - TOURISM SERVICE - CONSULTANCYL SERVICES - TELECOMMUNICATION
SERVICES - EDUCATIONAL SERVICES - HOTELS AND TOURISM