Services Marketing Fundamentals

Offered By: Indian Institute of Management Bangalore via edX

Course Description

Overview

The ever-changing world we live in today, service experiences remain in the heart of customers, and eventually impact businesses. Creating and managing wonderful service experience has become the top priority for most of the companies and service industry continue to evolve bigger and better. As marketers are experiencing the shift in thinking, being service oriented has become a new-normal and proving to be the most successful way to create a competitive advantage.

As businesses are now are more global and technologically advanced, marketers need to be skilled in marketing research, strategy, pricing digital marketing, understanding consumer behavior to deliver supreme service quality. This tailored program designed for working professionals to navigate their marketing plans with rich understanding on opportunities and challenges in marketing and managing services. The two courses featured in this program not only introduce the essential concepts of marketing but also offer extended understanding with respect to the design, develop, and delivering services. Drawing on research and examples from successful businesses, this program will equip learners with frameworks and models that can be applied in a variety of service contexts.

This professional certification from IIMBx will be a platform for learners from various sectors and fields. It will act as a catalyst to a great learning experience that will come in aid along in your marketing careers.

Syllabus

Courses under this program:
Course 1: Marketing Essentials

Identify, understand and learn the basics of marketing management theories with real-world business scenarios.

Course 2: Services Marketing: Concepts & Applications

Learn the core concepts of marketing services and their applications across industries and businesses from a customer as well as a managerial perspective.

Courses

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6 weeks, 3-5 hours a week, 3-5 hours a week
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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.

Taught by

Ashis Mishra and Shainesh G