Services Marketing : Integrating People, Technology, Strategy

The size of the service sector is increasing in virtually all countries around the world. This course is designed in response to this global transformation of our economies towards services. This course provides a comprehensive review and analysis of service marketing issues, practices, and strategies. Through this course we will learn how service businesses should be managed to achieve customer satisfaction. In addition to studying key concepts, organizing frameworks, and tools of service marketing, you’ll also be introduced to a wide array of organizations from around the world especially India. From their experiences, you can draw important lessons on how to succeed in increasingly competitive service markets. Learning about the distinctive characteristic of services and how they affect both consumer behavior and marketing strategy will give you important insights- and perhaps create a competitive advantage for your own career. .INTENDED AUDIENCE : MBA, MIB, MCom. with Marketing SpecializationPREREQUISITES : Marketing GraduateINDUSTRY SUPPORT : Nil

Week 1 : New Perspectives on Marketing in the Service Economy, Consumer Behavior in the Service ContextWeek 2 : Consumer Behavior in the Service Context (Contd.),Positioning Services in Competitive Markets, Developing Service ProductsWeek 3 : Developing Service Products (Contd.),Global Marketing of Services, Distributing Services through Physical and Electronic Channels, Setting Prices and Implementing Revenue Management (Contd.)Week 4 : Setting Prices and Implementing Revenue Management, Promoting Services and Educating Customers, Designing and Managing Service Processes (Contd.)Week 5 : Designing and Managing Service Processes (Contd.),Balancing Demand and Productive Capacity, Crafting Service EnvironmentWeek 6 : Managing People for Service Advantage, Managing Relationships and Building LoyaltyWeek 7 : Managing Relationships and Building Loyalty (Contd.), Complaint Handling and Service Recovery, Improving Service Quality and ProductivityWeek 8 : Improving Service Quality and Productivity (Contd.), Striving for Service Leadership, Creating the Seamless Service Firms