Bachelor of Management Studies (B.M.S.) Service Marketing Syllabus - Mumbai University
This is the TY BMS syllabus under NEP 2020, in force from the academic year 2026-27, examined under form 2225161. The University still sets the earlier Choice Based papers alongside it — forms 2M00155 and 2M00156, whose documents are below — so check which scheme your exam form names before you revise.
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Syllabus for Service Marketing
Module I: Introduction of Services Marketing
- Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services
- Role of Services in Modern Economy, Services Marketing Environment
- Goods vs Services Marketing, Goods Services Continuum
- Consumer Behaviour, Positioning a Service in the MarketPlace
- Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty
- Type of Contact: High Contact Services and Low Contact Services
- Sensitivity to Customers’ Reluctance to Change, The Service Product, Pricing Mix, Promotion & Communication Mix, Place/Distribution of Service, People, Physical Evidence, Process-Service Mapping Flowcharting
Module II: Managing Quality Aspects of Services Marketing
- Improving Service Quality and Productivity
- Service Quality – GAP Model, Benchmarking, Measuring Service Quality -Zone of Tolerance and Improving Service Quality
- The SERVQUAL Model • Defining Productivity – Improving Productivity
- Demand and Capacity Alignment, International and Global Strategies in Services Marketing: Services in the Global Economy- Moving from Domestic to Transnational Marketing
- Factors Favouring Transnational Strategy
- Elements of Transnational Strategy
- Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service Sector
Reference Books
- 1 Valarie A. Zeuhaml &Mary Jo Bitner, Service Marketing, Tata McgrawHill, 6th Edition
- 2 Christoper Lovelock, JochenWirtz, Jayanta Chatterjee, Service Marketing People, Technology, Strategy – A South Asian Perspective , Pearson Education, 7th Edition
- 3 Ramneek Kapoor, Justin Paul &Biplab Halder, Services Marketing-Concepts And Practices, McgrawHill, 2011
- 4 Harsh V.Verma, Services Marketing Text &Cases, Pearson Education, 2nd Edition
- 5 K. Ram Mohan Rao, Services Marketing, Pearson Education, 2nd Edition, 2011
- 6 C. Bhattacharjee, Service Sector Management, Jaico Publishing House, Mumbai, 2008
- 7 Govind Apte, Services Marketing, Oxford Press, 2004
- 8 Services Marketing – Zeithaml, Bitner & Gremler, McGraw-Hill
- 9 Services Marketing – Valerie A. Zeithaml & Mary Jo Bitner, McGraw-Hill
- 10 Service Management – James A. Fitzsimmons & Mona J. Fitzsimmons, McGraw-Hill
Reproduced from the University of Mumbai syllabus for Bachelor of Management Studies (B.M.S.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.