People Innovation Excellence

SERVICE MARKETING (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Describe the concept of service markets; Apply the 7Ps of marketing to services; Explain the profitable service strategies.

Topics:

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

Published at : Updated

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