Course info

Course Outcomes:

1. Explain the role of Extended Marketing Mix in Services
   2. Analyze the significance of services marketing in the Indian and global economy
   3. Evaluate Segmentation, Targeting & Positioning of Services in dynamic marketing environment
   4. Develop marketing mix for various services offering
   5. Analyze the contemporary issues affecting Retail marketing decisions
   6. Evaluate the effectiveness of Retail marketing mix used by different Retail formats
   7. Formulate effective retail marketing strategy

Syllabus:

Unit 1
Services Marketing- An Insight into Emerging Sector of Economy
Introduction, Nature & Definition of Services, Difference between goods &
Services: Service-Continuum, Key classifications of the Services, Service
Characteristics; Traditional elements of Services Mix; Need for extended
marketing mix elements in Services. Need to study Service Marketing:
Evolution of Services as Value
Contributors, Service Sector beyond 2020 - Indian, Asian & Global perspectives

Unit 2
Role of Process, People& Physical Evidence in Services Marketing:
Process - Service system - Service system, Services cape and Servuction system,
Importance of Process in Services; Service Blueprint; Mapping the Process-
Horizontally & Vertically; Variety in Service Process; Value addition in
Process. People- The Key to a Service Marketing; People Dimensions in Services
Marketing; Service Encounters; High- Contact & Low-Contact Services;
Emotions in Service Situations; Service Profit Chain; Service Culture Physical
Evidence- Contribution of Physical Evidence to the Service
Understanding, Managing the Physical Evidence in Service Marketing

Unit 3
Introduction to Retailing: Meaning, Nature and Scope of Retailing, Evolution of
Retailing, Global and Indian Scenario in retailing, Drivers of Retail change in
India, Opportunities and Challenges in Retailing in India, Major Players
nationally and internationally Importance and Functions of Retailing,
Classification of Retailing, Product Retailing vs. Service Retailing.
Online Retailing: Different platforms on online retailing, Significance of online
retailing. Online Retailing strategy

Unit 4
Retail Marketing Strategies: Definition, scope, Importance of Market
Segmentation in Retailing, Targeted Marketing Efforts, and Criteria for Effective
Segmentation, Dimensions and Differentiation Strategies, Limitations of Market
Segmentation. Retail Planning Process, Retail Models, Retail EST model.
Formats of Retailing: Super markets, Hyper Markets, Departmental stores,
Convenience store. Retail Institutions categorized by ownership: Independent,
franchising, leased, vertical marketing system; Non- store Retailing. Store
Location -Introduction, Types of Retail Stores Location, Factors Affecting Retail
Location Decisions, Location & Site Evaluation, Site Selection. Store design and
Retailing mix, store layout , circulation plan, Floor Space management Retail
Merchandising, Understanding Merchandising Management, Activities of a
Merchandiser. Planogram, Visual Merchandising