Service Marketing- Concept, Features, Significance.
Management of Service marketing- Concept of Marketing mix- The product mix, The price and Place mix, The Promotion Mix.

Managing Demand and Supply – Concept of Demand, Demand patterns, Capacity Constraints: Time, Labour, Equipment, Facilities;
Market Segmentation.

- Concept, Needs, Importance, Marketing Mix for Banking Services and Banks Marketing in India.

- Concept, Need, Importance, Marketing mix for Insurance, Insurance marketing in Indian environment.

Customer Relationship- Customer Delight, Service Quality, Customer Retention
CRM (Customer Relationship Management)- Concept, Significance, Strategies for building relationship.