SERVICE MARKETING MANAGEMENT (4 Credits)
Learning Outcomes:
On successful completion of this course, students will be able to: Define the concept of service market; Explain the profitable service strategies; Apply the 7Ps of marketing to services; Define the business model and explain the defined business model.
Topics:
- Introduction to Services Marketing;
- Consumer Behavior in a Services Context;
- Positioning Services in Competitive Markets;
- Market Segment;
- Developing Service Products and Brands;
- Distributing Services through Physical and Electronic Channels;
- Ideation;
- Setting Prices and Implementing Revenue Management;
- Promoting Services and Educating Customers;
- Visual Thinking;
- Designing and Managing Service Processes;
- Prototyping;
- Balancing Demand and Productive Capacity;
- Crafting the Service Environment;
- Storytelling;
- Managing People for Service Advantage;
- Managing Relationships, Building Loyalty, Complaint Handling;
- Creating Scenarios;
- Improving Service Quality, Productivity, organizing for change service leadership.
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