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IGNOU MMPM-05 Code Details
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University
IGNOU (Indira Gandhi National Open University)
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Title
Marketing of Services
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Language(s)
English
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Code
MMPM-05
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Subject
Marketing Management
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Degree(s)
MBA (New), PGDIMM, MBAMM
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Course
Specialization Course
IGNOU MMPM-05 English Topics Covered
Block 1 - Marketing of Services: An Overview
- Unit 1 - Marketing of Services: An Introduction
- Unit 2 - Conceptual Framework for Services Marketing
- Unit 3 - Consumer Behaviour in Services
Block 2 - Service Marketing Mix
- Unit 1 - Product Decisions
- Unit 2 - Pricing Decisions
- Unit 3 - Place Decisions
- Unit 4 - Promotion Decisions
Block 3 - Extended Marketing Mix for Services
- Unit 1 - Managing People
- Unit 2 - Managing Physical Evidence
- Unit 3 - Managing Service Process
Block 4 - Strategic Issues
- Unit 1 - Managing Service Quality
- Unit 2 - International Trade in Services
- Unit 3 - Managing Demand and Capacity
- Unit 4 - Emerging Issues in Marketing of Services
IGNOU MMPM-05 (July 2023 - January 2024) Assignment Questions
1. Select any three major service sectors in India and explain their growth trends.
2. What are the implications of the concepts of adequate service, desired service, and zone of tolerance for services for a marketer? Taking the example of an AC maintenance service, explain the service levels and the inputs that can be drawn for the service delivery.
3. Why is word-of-mouth (both in person and online) important for service marketing? How can a service firm encourage and manage word-of-mouth?
4. Select a service process that you are familiar with and explore at aspects where it might be improved. Additionally, describe how automation can be utilised to manage processes effectively.
5. If you were the manager of a service firm and wanted to apply the gaps model to improve service, which gap would you start with? Why? In what order would you proceed to close the gaps.
IGNOU MMPM-05 (July 2022 - January 2023) Assignment Questions
1. Explain in detail the characteristics that are specific to services.
2. What are the various types of online marketing? Which do you think would be the most effective online marketing strategies for a gym or health club?
3. Briefly describe the gaps model and explain the significance of the five gaps that the model identifies.
4. Write short notes on the following:
a) Physical evidence as an element of Marketing Mix.
b) Significance of Internal Marketing.
5. Write short notes on the following
a) Self-service technologies (SSTs)
b) Three-Stage Model of Service Consumption
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