Learning  Objective:  The  course  aims  to provide  an understanding  and to acquaint  the participants  with decision  making in planning,  design,  delivery,  quality  and scheduling  of service operations  even in global scale. The participants are also expected to appreciate the role of service quality in emerging service economy of India in relation to international business environment.

Course Contents:

Unit I                                                                                                                                                        Lectures: 8

Introduction to Services: Nature of Services; Characteristics of Services –Intangibility, Inconsistency, Inseparability and Inventory; Search, experience and credence attributes, Classification of Services; Consumer versus Industrial Services. Importance  of Services Marketing; Every business a service business; Service as key differentiator for manufacturing industries.

Unit II                                                                                                                                                     Lectures: 10

Services Marketing Mix : Introduction  to the 7 Ps of Services Marketing Mix; Product-Service  Continuum; Standalone  service products; Service products bundled with tangible products; Service Life Cycle. Services Distribution, Promotion, Pricing, People, Physical evidence, and Process

Unit III                                                                                                                                                   Lectures: 12

Matrix  of Service  Characteristics;  Challenges  in Operations  Management  of Services;  Aggregate  Capacity Planning for Services; Facility Location and Layout for Services; Job and Work Design- Safety and Physical Environment; Effect of Automation; Operations Standards and Work Measurement; Measurement and Control and improvement of Quality of Services;

Unit  IV                                                                                                                                                   Lectures: 12

Concept of a Total Quality Service, Dynamics of Service Delivery System; Aggregate Planning for Services; Scheduling  for  Service  Personnel  and  Vehicles;  Inventory  Management  in  Services;  Supply  Chain  and Distribution of Services; Total Productive Maintenance (TPM) in Services, Case Studies of Exemplary Professional   Services.   Concept  of  Total  Quality  (TQ)  in  Services;   Determinants   of  Service  Quality; Components of TQ Loop; Elements of a TQM System; Developing Service Quality Culture and Ethics: Trust, Values, Integrity and Responsibility;

Unit V                                                                                                                                                    Lectures: 14

Quality Policy and Organisation; Service Quality Costs, Design for Quality, Failsafing, Service Quality Deployment,  Benchmarking,  Q-7 and new Q-7 Tools; Assessment  of Customer feedback and Satisfaction  , Walk-Through  Audit, Use of scales like SERVQUAL  and LODGESERVE;  Service Quality Gaps Analysis; Customer   Value   Analysis;   Human   aspects   of   Service   Quality   ;Total   Employee   Involvement   and Empowerment; Suggestion System; Benchmarking; Implementing Service Quality: Complaints Handling and Service   Recovery;   Unconditional   Service   Guarantee   and   Refunds,   Integrating   Service   Quality   with Environment,   Safety   and   Supply   Chain;   Total   Service   Quality   Management   Systems;   Assessment, Accreditation and Audits.

Text Books:

1.  Albrecht, K., & Zemke, R.(1985) Service America: Doing Business in the   NewEconomy.Illinois:  Dow Jones Irwin.

2.  Collier, D.A. (1987) Service Management: Operating Decisions. New Jersey: Prentice Hall.

3.  Zeithami Valarie A Gremier,Dwayne.D Bitner,Mary Jo and Pandit,Ajay :Services Marketing (6th ed.). Tata McGraw Hill


1.  Bowen, D. E., Chase, R. B., & Cummings, T. G. (Eds.) (1990). Service Management Effectiveness (2nd Ed.). San Francisco. Josey Bass.

2.  Bowmen, D.E. (1985)Service Management Effectiveness: Balancing Strategy, Organization and Human Resources. Operations and Marketing. San Francisco: Josey Bass.

3.  Haksever, C., Render, B., Russell, R.S., & Murdick, R.G. (2000). Service Management and Operations. (2nd Ed.). New Jersey: Prentice Hall.

4.  Fitzsimmons, J.A., & Fitzsimmons, M. (1994). Service Management for Competitive Advantage. New York. McGraw Hill.

5.  Fitzsimmons, J.A., & Sullivan, R.S. (1982). Service Operations Management. New York. McGraw Hill.

6. Heskett, J.L. (1990). Service Breakthroughs. Changing the Rules of the Game. New York: Free Press.

PAPER No. DC II-MS . 4.1


 Learning Objective: The course is designed to equip students with the knowledge of marketing of all types of services.

Course Contents:

Unit I                                                                                                                                                      Lectures: 10

The   emergence   of   service   economy:   contributory   factors,   consumption   pattern   analysis,   economic transformation Unique aspects of services: goods, services, products, managerial challenges

Unit II                                                                                                                                                    Lectures: 10

Marketing   mix:  concept  of  value  and  value  drivers,  extended  framework   Service  marketing   system: production, marketing, human resources, sequential analysis.

Unit III                                                                                                                                                   Lectures: 10

Service  system  positioning:  service  delivery  process,  blueprinting  Service  buying  behaviour;  difference  in perspective, risk analysis, decision process.

Unit IV                                                                                                                                                    Lectures: 10

Service   marketing   strategy;   segmentation,   targeting   and   positioning,   market   innovation   Competitive differentiation; competitive advantage and value chain analysis

Unit V                                                                                                                                                     Lectures: 16

Service quality; concept, technical and functional quality, Service quality models and measurement Demand and supply imbalances management; challenges and strategies; Service culture; managing by values, recovery and  empowerment;   Relationship  building:  relationship  marketing,  bonding  and  life  time  value  Service industries: insurance, banking, air transportation, courier, education etc.

Text Books:

1. Fisk, R. P., Grove, S. J., & John, J. (2008). Interactive services marketing. New York. Houghton Mifflin.

2. Glynn, W. J., & Barnes, J. G. (2006). Understanding services management. Integrating marketing, organizational behaviour, operations and human resources management. New Delhi: Prentice Hall.


1. Gronroos, C. (2004). Service management and marketing. A customer relationship management approach. New York: John Wiley.

2. Hoffman, K. D., & John, E. G. B. (2006). Marketing of services. Concepts strategies and cases. New Delhi. Thomson-South Western.

3. Lovelock, C., & Chatterjee, J. (2006). Service marketing. people technology and strategy.

4.  Shanker, R. (2002). Services marketing. The Indian perspective. New Delhi. Excel Books.



 Learning Objective: The study of this paper will help the student to learn and understand the basic principles of insurance, the basic laws and regulations concerning insurance industry and policyholders.

Course Contents:

Unit I                                                                                                                                                       Lectures: 10

Origin    of    Insurance,  Concepts:    Meaning    of    Insurance,  Definition,  Nature,  Functions,    History    of Insurance  &  Different  Classifications:  Comparison of  Life  Insurance  with other Insurances.

Unit II                                                                                                                                                     Lectures: 12

Basic Principles of Insurance: Key concepts, Economic Principles, Principles of insurance Proximity Cause. The Insurance Regulatory and   Development Authority Act, 1999 (as amended). The Regulatory Body- IRDA- functions, powers, and role. Self-regulation by insurers.

Unit III                                                                                                                                                   Lectures: 12

The  Insurance  Market  and organizational   structure, functional  processes, distribution channels (traditional and  alternate),  types  of  insurances  ,  various  forms  in  use,  policy  forms  and  their    construction,  parts, terms/conditions,  exclusions,   clauses,  memos,  riders   and warranties.  Rating  practices,  premium  payment regulations,  claim procedure & management, survey & assessment (types, methods and functions involved)

Unit IV                                                                                                                                                    Lectures: 10

Principles  of  Life  Insurance,    Financial  Planning  and  Insurance,  Life  Insurance  Products    Pensions  and Annuities,  Risk Assessment & Underwriting  Premium Setting, Product development, Design and Evaluation, Reinsurance Claims Management, Marketing and Servicing and  IT Applications in insurance.

Unit V                                                                                                                                                     Lectures: 12

Principles  of General  Insurance,  General  Insurance  Products  (Fire, Motor & health),  Terminology,  Perils, Clauses and Covers, Risk Assessment  & Underwriting,   Product Design, Development  and evaluation, Loss prevention and control, Claims Management, Reinsurance, Marketing and Servicing and IT applications

Text Books:

1. D. S. Hansell. Elements of Insurance (1979). Macdonald & Evans.

2. W. A. Dinsdale & D. C. Macmurdie, Elements of Insurance (1980). Pitman Publishing Ltd. London.


1. S. R. Diacon & R. L. Carter(1984).  Success in Insurance. John Murray (Publishers) Ltd. London.

2. P.S.Palande, R. S. Shah & M. C. Lunawat, Insurance in India.  Response Books.

3. The Institute of Company Secretaries of India, Banking & Insurance- Law & Practice (2010). Taxmann.

4. F. G. Crane, Insurance (1980). Principles and Practice. John Wiley & Sons, New York.

5. Julia Holyoake & Bill Weipers (2002). Insurance.  Institute of Financial Services, (UK).

6. Principles of Insurance. Insurance Institute of India, Mumbai. IC- 01.



 Learning  Objective:  The course aims to provide an understanding  of development  of tourism, its impact, tourism agencies, travel agencies, marketing and other issues related to tourism.

Course Contents:

Unit I                                                                                                                                                       Lectures: 12

Development  and Impact  of Tourism  in India: Characteristics  of Modern  Tourism  and Tourist  Behaviour: Economics  of Leisure and Tourism;  Tourism Impact Assessment;  Sustainable  Tourism Activities;  Tourism Products:  Natural  Attractions  &  Eco  Tourism  Cultural  Attractions,  Conventions,   Incentives,  Sports  & Adventure , Life Style Tourism, Ethnic Roots Tourism, Theme Parks; Tourist Product Life Cycle;

Unit II                                                                                                                                                     Lectures: 10

Tourism   Agencies:   Civil   Aviation,   Railways,   Surface   Transportation,   External   Affairs,   Forest   and Archaeological  Survey of India, National Trade Organization  (TAAI, IATO, FHRAI etc.), and International Organizations (WTO, PATA, ASTA, UFTAA, ICAO, IATA, etc.).

Unit III                                                                                                                                                   Lectures: 12

Tourism  Marketing:  Concepts  and  Importance;  Tourism  Marketing  Mix;  Tourism  Pricing:  Methods  of Pricing; Tourism Promotion; Advertising Costs; Steps in Planning Promotional Campaign; Tourist Publicity: Key Success Factors; Measuring Marketing Effectiveness; Global Trends and Cases from different Countries on Best Practices of Tourism Marketing Activities.

Unit IV                                                                                                                                                    Lectures: 10

Travel   Agency   Management:    Travel   agencies-role-functions-types   ownership    linkages-arrangements, negotiations with Airlines, Transparent Agencies-CRSfunctions-various computerized reservation systems.

Unit V                                                                                                                                                   Lectures: 12

Tour Packaging  Management  – development-definition-types of – tour design process- destination  research- market   research-   preparation-handling   agency-negotiation   costing   and  pricing   of  tour-Tour   Brochure- development of research-marketing of tour-actual tour operation.

Text Books:

1. Mclntosh, Goldner, Ritchie(1995). “Tourism: Principles, Practices, Philosophy”- John Wiley. New York.

2. Burkart, A.J & Heinemann Medlik (1986). Tourism: Past. Present and Future. Professional Publishing. London.References:

1. Negi, Jagmohan (2004). Travel and Tourism. Anmol Publication . N. Delhi.

2. Dixit, M. (2010). Profiles of Indian Tourism. Royal Book House . Lucknow.

3. Middleton- Victor T.C. (1994). Marketing in Travel and Tourism. Oxford.

4. Brunt, Paul-(1997) Market Research in Travel and Tourism, Butterworth  Heinemaun.

5. Negi Iagmohan, (2006). Travel Agency and Tour Operation, Anmol publication.  N. Delhi.



 Learning Objective: The course aims to acquaint the students with fundamental principles of not for profit organizations.  It will also develop  analytical  skills  required  for such organization’s  organizational  design, governance, human resource and system management.

Course Contents:

Unit I                                                                                                                                                       Lectures: 11

Theories  of NGO  Management.  Problems  of Accountability,  Transparency  and  Governance.  Concepts  of Community and Social Capital and The Context of ‘Civil Society’.

Unit II                                                                                                                                                     Lectures: 11

Typology   of  NGO   and  NGO   Activity;   NGO   Activities   in  Political   Advocacy,   Policy   Change   and Development.  NGO  Relations  with  Communities  and Grassroots  Organizations.  Government,  Donors  and Philanthropic Agencies;

Unit III                                                                                                                                                      Lectures: 8

Analysis of NGO Roles as Project Implementers., project manager, advisors to local communities, Technical Assistance   Providers,   implementers   of   community   activities,   sponsors   of   pilot   projects,   mediators, Intermediaries, Partners, and Advocates

Unit IV                                                                                                                                                    Lectures: 10

NGO Legal and Regulatory Framework; Accountability to Donors, Governments Stakeholders. NGO Organizational Design. Human Resource, Performance Measurement, Efficiency and Sustainability Measures.

Unit V                                                                                                                                                     Lectures: 16

Strategies for NGO Growth, Fundraising  and Income Gene ration Strategies and Practices. Management  of Development and Social Sector Projects. Logistics , Analysis, Implementation,  Monitoring and Evaluation of Interventions.   Dealing  with  Community     Pressures  ,  and  Local  Cultural  Issues  .  Use  of  Information Technology In Managing NGOs.

Text Books:

1. Berman,  E.M.  Productivity  in  Public  and  Non-Profit  Organizations:  Strategies  and  Techniques.  New Delhi: Sage, 1998.

2. Chandra,  P.  (2005).  NGOs  in  India:  Role,  guidelines  & performance  appraisal.  New  Delhi:  Akansha Publishing house.

References :

1. CAPART. (1999-20002). Prayas case studies of NGO success in rural development. New Delhi. CAPART.

2. De Neufville, R., & Desousa, L. (2009). Government NGOs and anti corruption vices and virtues. London. Routledge.

3. Drucker, P. F. (1992). Managing the non-profit organizations: Principles and practices. New York. Harper Business.

4. Tandon, R. (2003). Invisible yet widespread: The non-profit sector in India. PRIA New Delhi.



 Learning Objective:  This course aims to introduce the students to the newly emerging area of IT enabled service sector and its competitive strength as against the traditional service sector.

Course Contents:

Unit I                                                                                                                                                       Lectures: 10

Introduction   to  IT  Enabled  Services,  meaning  of  IT  Enabled  services,  users  of  IT  Enabled  services, technology involved, deployment issues in establishment of IT Enabled services, Medical, Legal, E-Banking, E-Business,

Unit II                                                                                                                                                     Lectures: 12

Medical Transcription And Editing:- Medical Terminology  Dictation Tapes, Transcribe all forms of medical reports,   laboratory,   Data,  diagnostic   assessments,   and  health  records.   Medical   Records   Management: American Association for Medical Transcription, Understanding Medical Records, Model Report Forms

Unit III                                                                                                                                                  Lectures: 10

An  Overview  Of  Indian  IT  Law:-  Introduction  to  Indian  Judicial  System,  Introduction  to  indian    Legal System, Understanding of IT Law. IT Act, 2000 with amendments: Scope, Electronic signature, Offences and punishment under the act.

Unit IV                                                                                                                                                  Lectures: 12

Court System And Legal Terminology:- Pronunciation, spelling, and definition of legal terms, phrases, abbreviations,  symbols and reference source used by attorneys. The basic vocabulary of the language of the law  includes  attorney-client   relations,  contracts  and  agreements,   criminal  law,  family  law,  and  court terminology.

Unit V                                                                                                                                                    Lectures: 12

Legal Transcription  And Editing:- The student will learn to process, format and transcribe a variety of law office documents. An intensive review of language skills will cover spelling, grammar, punctuation, sentence structure, proofreading,  and editing. Students will develop a working knowledge of a variety of legal forms and documents including letters, memos, briefs, pleadings, agendas, transcripts, reports, and wills, Visual and Audio  Aides  will be provided  for Legal  and Medical  Terminology,  Legal  and Medical  Transcription  and Editing.

Text Books:

1. Awad, E.M. (2002).  Electronic Commerce: From Vision to Fulfillment. New Delhi. Prentice Hall of India.

2. Chen, S. (2001).  Strategic Management of E-business. New York: John Wiley.

References :

1. Cunnigham, M. J. B-2-B (2001).  How to build a Profitable E-Commerce Strategy. Massachusetts: Perseus Publishing.

2. Earle, N., & Keen, P. (2000)From .com to .profit: Inventing Business Models that Deliver Value and Profit. San-Francisco: Josse-Bas.

3. Turner, C. (2000)The Information e-conomy: Business Strategies for Competing in the Digital Age. London. Kogan Page.

4. Hagel, J., & Armstrong, A. G. (1997) Net Gain. Expanding Markets through Virtual Communities. Boston. Harvard Business School Pres.

5. Siebel, T. M. (2001).  Taking Care of e-Business. New York: Currency.

6. Wilsdon, J. (1997).  Digital Futures. New York. Butter Worth.

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