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MBA _compulsory III &IV_ - 17 -

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

   Revised Course Structure for Master in Business Administration

June 2009

MBA Semester III             Specialization: - Marketing Management

Elective OP 309B: SERVICES MARKETING & BRAND MANAGEMENT

Courses Contents 

Service Industry - Introduction, Nature of Services, Characteristics of Services, Classification of Services - Importance of Service Marketing

Four I's of services - Intangibility, Inconsistency, Inseparability and Inventory

Relationship Marketing in Services Marketing - The Process, Role and Implications of Relationship Marketing in Services Marketing

Services Market Segmentation - Positioning and Differentiation of Services

Distribution Strategies for Services - Challenges in Distribution of Services - Services Quality - Service Quality Models - Measuring Service Quality - Service Guarantee

Personal Selling - Advertising and Sales Promotion in Service Industry

Customer Service in Service Marketing - Monitoring and Measuring customer satisfaction - Handling complaints effectively

Role and Significance of Branding in the Promotion - Process of Brand Creation - Concepts of Brand Image and Brand Identity - Brand Valuation

Differentiating brands from the competitors - Study of Brand Equity - Managing Brands over time - Brand Positioning and Consumer Behaviour - Retail Brands Vs. Manufacturers' Brands

Books Recommended:-

1.

Nargundkar, Services Marketing: Text & Cases, Tata Mc Graw Hill Edition,9780070616318

2.

Shahjahan, Services Marketing, ( Concepts, Practices, Cases),  Himalaya Publications2007

3.

S.H. Jha,  Services Marketing,  Himalaya Publications  2007

4.

Ragendra Nargundkar, Services Marketing Text and Cases,  Tata Mc Graw Hill 2006

5.

Rao,  Services Marketing Pearson,  2008

6.

Aarsh V Varma,  Brand Management ,  Excel Books2007

Note :- At least 10 Case Studies should be taught in class on relevant         

          subject syllabus        

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