MMPM-005 IGNOU Guess Paper 2026-27

Course Scope & Syllabus Overview

MMPM-005: Marketing of Services is a core elective under the Master of Business Administration (MBA)-New programme, designed to equip students with specialized knowledge in the unique challenges and strategies of service marketing. This course, aligned with IGNOU’s CBCS framework, explores theoretical frameworks and practical applications of service marketing, emphasizing customer-centric approaches, service quality models, and strategic positioning in competitive markets. The syllabus integrates case studies, industry trends, and analytical tools to ensure students gain actionable insights for real-world business scenarios.

Key Syllabus Units & Topics

• Block-1 Marketing of Services: An Overview: Introduces foundational concepts such as the intangibility, inseparability, variability, and perishability of services, alongside frameworks like the Service-Dominant Logic and the Service-Profit Chain Model.
• Block-2 Service Marketing Mix: Examines the 7P framework (Product, Price, Place, Promotion, People, Process, Physical Evidence) tailored for services, with a focus on customization, pricing strategies for intangible offerings, and multi-channel distribution.
• Block-3 Extended Marketing Mix for Services: Covers advanced topics including service recovery strategies, relationship marketing, and the role of technology (e.g., CRM systems) in enhancing customer loyalty and service delivery.
• Block-4 Strategic Issues: Analyzes macro-environmental factors (e.g., regulatory policies, technological disruptions) impacting service industries, alongside competitive positioning and globalization trends in service markets.

Frequently Asked Questions

Q: What is the examination pattern for MMPM-005, and how are marks distributed across sections?
A: The term-end examination for MMPM-005 carries 100 marks, divided into two sections: Section A (20 marks) with short-answer questions and Section B (80 marks) featuring long-answer descriptive questions. The marking scheme prioritizes conceptual clarity, case analysis, and application of service marketing theories.

Q: Are there specific blocks in the syllabus that frequently appear in repeated questions across TEE cycles?
A: Blocks 1 and 2 (Marketing of Services: An Overview and Service Marketing Mix) consistently feature in repeated questions due to their foundational role. Focus on core frameworks like the 7P model and service quality dimensions (e.g., SERVQUAL) to maximize preparation efficiency.