SERVICE MARKETING (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Describe the concept and fundamental theories of service marketing; Explain the profitable service strategies and promotional tools; Apply the 7Ps of marketing to services industry in domestic and International marketing.

Topics:

1. Introduction to Service Marketing;
2. Introduction to Service Marketing;
3. Consumer Behavior in a Service Context;
4. Consumer Behavior in a Service Context;
5. Positioning Services in Competitive Markets;
6. Positioning Services in Competitive Markets;
7. Developing Service Products Core and Supplementary Elements;
8. Developing Service Products Core and Supplementary Elements;
9. Distributing Services Through Physical and Electronic Channels;
10. Distributing Services Through Physical and Electronic Channels;
11. Setting Prices and Implementing Revenue Management;
12. Setting Prices and Implementing Revenue Management;
13. Promoting Services and Educating Customer;
14. Promoting Services and Educating Customer;
15. Designing and Managing Service Processes;
16. Designing and Managing Service Processes;
17. Balancing Demand and Capacity;
18. Balancing Demand and Capacity;
19. Crafting the Service Environment;
20. Crafting the Service Environment;
21. Managing People for Service Advantage;
22. Managing People for Service Advantage;
23. Managing Relationships, Building Loyalty and Complaint Handling;
24. Managing Relationships, Building Loyalty and Complaint Handling;
25. Improving Service Quality, Productivity and Organizing for Change Service Leadership;
26. Improving Service Quality, Productivity and Organizing for Change Service Leadership.