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Indian Institute of Management Bangalore

Services Marketing : Concepts & Applications

Indian Institute of Management Bangalore via Swayam

Overview

The spectrum of services is remarkably diverse. As consumers, we continue to add services to make our lives simpler, productive and more enjoyable. Be it banking, healthcare, hospitality, airline, communication and connections. One way or the other, we consume and experience a variety of services everyday.

New services are being launched regularly. Many of them have transformed the industries and the economies. This course aims to equip learners to understand the opportunities and challenges in marketing and managing services.
You will understand about the characteristics of services and their implications on conceptualization, design, and delivery. You will also get to understand the need for coordinated organizational effort through marketing, human resources and operations in delivering superior service.
Drawing on research and examples from successful businesses, this course will equip learners with frameworks and models that can be applied in a variety of service contexts.

The discussions in the course will revolve around the fundamental concepts of services marketing and best practices across industries and business models.

What you'll learn:
  • Fundamentals of services marketing
  • Strategic and tactical aspects of services marketing
  • Branding services
  • Services marketing mix
  • Delivering service value
  • Service quality and excellence

Syllabus

COURSE LAYOUT

Week 01: Fundamentals of Services MarketingWhat are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.

Week 02: Service Product & BrandingWhat is a Service Product, Concept of brand and its uses.

Week 03: Price & Promotion of ServicesPricing challenges, Pricing program, Revenue Management, Promotion mix, Promotion & Advertising strategies.

Week 04: Place & Process DecisionsPlace and Process Decisions

Week 05: People & Physical EvidencePeople management in service organizations and importance of Physical Evidence in Services Marketing

Week 06: Service Excellence
Service Excellence, Delivering Value, Service Quality, Service Recovery.

Taught by

Shainesh G

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