Your roadmap · आपका रोडमैप
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Admission & first meetingप्रवेश और पहली मुलाकातEnquire at your nearest NDSS centre, meet the teacher, fix the batch time and get your study material.
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Part 1 of the syllabusपाठ्यक्रम भाग 1Unit-wise coaching with notes and doubt classes.
Unit 1: Introduction to ServicesUnit 2: Services Marketing MixUnit 3: Service Quality
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Part 2 of the syllabusपाठ्यक्रम भाग 2Unit-wise coaching with notes and doubt classes.
Unit 4: Service Design & DeliveryUnit 5: Relationship, Recovery & Applications
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Unit tests & assignmentsयूनिट टेस्टRegular tests in the university / board pattern.
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Semester 4 exam (university / board)विश्वविद्यालय / बोर्ड परीक्षाPrevious papers and full revision before the exam.
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Online tests & resultऑनलाइन टेस्ट और रिज़ल्टTake the tests online; your marks and result show in your student login and at the centre.
सिलेबस · पाठ्यक्रम
1 subject · 5 chapters · 26 topics
01Unit 1: Introduction to Services
5 टॉपिक+
- Meaning and nature of services
- Characteristics: intangibility, inseparability, heterogeneity, perishability
- Goods-services continuum
- Growth of the service sector in India
- Classification of services
02Unit 2: Services Marketing Mix
6 टॉपिक+
- Service product: core and supplementary services (flower of service)
- Pricing of services
- Service distribution and delivery
- Promotion of services
- People, process and physical evidence
- Servicescape
03Unit 3: Service Quality
5 टॉपिक+
- Customer expectations and zone of tolerance
- Gaps model of service quality
- SERVQUAL dimensions (RATER)
- Measuring customer satisfaction
- Moments of truth
04Unit 4: Service Design & Delivery
5 टॉपिक+
- Service blueprinting
- Managing demand and capacity
- Queue management and waiting lines
- Role of employees and customers in delivery
- Technology and self-service
05Unit 5: Relationship, Recovery & Applications
5 टॉपिक+
- Service failure and recovery strategies
- Service guarantees
- Customer relationship management and loyalty
- Customer lifetime value
- Marketing of banking, insurance, tourism, hospital and education services
About this course
आप यह कर पाएँगे
- Explain the nature and characteristics of services and the growth of the service sector in India
- Apply the extended services marketing mix (7Ps)
- Measure service quality using the gaps model and SERVQUAL
- Design service processes with a service blueprint and manage demand and capacity
- Plan service recovery, customer relationship and loyalty programmes
- Analyse marketing of banking, insurance, hospitality, health care and telecom services
यह किसके लिए है
- MBA students of Semester 4 (AKTU) - Marketing specialisation
- Students aiming at careers in banking, insurance, hospitality, retail and IT services
आपको क्या चाहिए
- Marketing Management (Semester 1 / 2) completed
- Interest in service businesses such as banks, hotels and hospitals
Online tests & result
Practice and unit tests online; marks and result show in your student login and at the centre.
Student login →
सवाल
Which syllabus is followed?
The AKTU (Dr. A.P.J. Abdul Kalam Technical University, Lucknow) MBA syllabus of Marketing of Services (Semester 4). If your own university's syllabus differs, the centre follows your university syllabus and units.
Are sector examples included?
Yes. Each concept is applied to Indian banks, insurers, airlines, hotels, hospitals and telecom companies.
How will I be tested?
Unit-wise MCQ tests and a final paper at semester level, plus practice on short and long answer questions from previous university papers.
