TYBMS Sem 5 Syllabus of November 2015 Exam: Service Sector Management

Service Sector Management is a Semester 5 subject of TYBMS (Mumbai University exam). Service Sector, an important part of the Indian economy includes – retail, banks, hotels, education, real estate, health, social work, computer services, media, communication and so on.

Here we present the detailed syllabus of Service Sector Management:

Unit 1 – Introduction to Services Marketing – 15 lectures

1. Role of services in modern economy
2. Distinctive characteristics of services
3. Marketing challenges of services
4. Services marketing environment
5. Goods vs Services marketing
6. Goods – service continuum
7. Consumer behavior
8. Services marketing triangle

Unit 2 – Key Elements of Services Marketing – 15 lectures

1. Product – Pricing Communication Mix
2. Distribution – People – Physical evidence – Process
3. Positioning – Market segmentation
4. Balancing of demand and capacity
5. Branding of services – problems and solutions

Unit 3 – Service Quality – 15 lectures

1. Improving service quality and productivity
2. Service quality – Gap Model
3. Measuring and improving service quality
4. Defining productivity – improving productivity
5. Service recovery
6. Complaint handling

Unit 4 – Service Management – 15 lectures

1. Meaning
2. Vision – mission strategy
3. Service leadership
4. Service mapping
5. Flowcharting
6. Benchmarking
7. Internal marketing
8. Productivity
9. Current status and future prospects

Reference Books:

1. Service Marketing – Valarie A. Zeithaml and Mary Jo Bitner
2. Service Marketing – People, Technology, Strategy – Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee
3. Service marketing Text and Cases – Harsh V. Verma
4. Services Marketing – K. Ram Mohan Rao
5. Services Management: The new paradigm in Hospitality – Jay A. Kandampully
6. Service Sector Management – C. Bhattacharjee
7. Services Marketing – Govind Apte
8. Customer Driven Services Management – S. Balachandran