SERVICE MARKETING & RETAIL MANAGEMENT

Semester: IV
Sub Code: MSM T 405
Credits: 4
Hours/Wk: 4
Total Hrs: 60
Exam Marks: 50
IA Marks: 50
Exam Duration: 3 Hrs

Objective:
The course is to give students a broad overview of the emerging disciplines of service marketing and retail management particular with respect to Indian context.

Courser content
Unit 1:
Introduction to Service Marketing, Characteristic, Classification and Extended mix of service, Customer orientation and role of ‘relationship marketing in service, Understanding service quality

Unit 2:
Service strategy:
Design, implementation and measurement, Technology and its impact on services, Achieving service excellence

Unit 3:
Overview of retailing environment and management, Retail formats – On the basis of ownership and merchandise offered, Multi channel retailing, Retailing strategy, Retailing in rural India,

Unit 4:
Merchandising and Franchising, Stores management HR practices in Service industry and Retailing business

Suggested Readings:
1. Valarie Zeithmi & Mary Bitner, Services Marketing, Tata Mc Graw Hill Rama Mohan Rao.
2. Services marketing, Pearson Weitz Levy, Retailing Management, Tata Mc_Graw Hill Barry Berman, Joel Evans.
3. Retail Management- A Strategic Approach Chetan Bajaj, Rajnish Tuli, Nidhi Srivastava,
4. Retail Management, PHI