IGNOU MBA SYLLABUS AND CHAPTERS DETAILS

MS – 65 Marketing of Service

CONTENTS COVERED

Block-1 Marketing of Services — An Introduction
Unit–1 Marketing of Services: Conceptual Framework
Unit–2 Role of Services in Economy
Unit–3 International Trade in Services, The WTO, and India
Unit–4 Consumer Behaviour in Services
Block- 2 Services Marketing Mix
Unit–5 Product and Pricing Decisions
Unit–6 Place and Promotion Decisions
Unit–7 Extended Marketing Mix for Services
Block- 3 Strategic Issues
Unit–8 Service Quality
Unit–9 Managing Demand and Capacity
Unit–10 Customer Retention
Block- 4 Sectoral Applications-I
Unit–11 Financial Services
Unit–12 Tourism and Hospitality Services
Unit–13 Health Services
Block- 5 Sectoral Applications-II
Unit–14 Educational Services
Unit–15 Professional Support Services: Advertising Agencies
Unit–16 Telecommunication Services