SERVICE MANAGEMENT (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. New Perspective on Marketing in the Service Economy;
2. Consumer Behaviour in a Services 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 Customers;
8. Designing and Managing Services Processes;
9. Crafting the Service Environment;
10. Managing People for Service Advantage;
11. Managing Relationships and Building Loyalty;
12. Complaint Handling and Service Recovery;
13. Improving Service Quality and Productivity;
14. Striving for Service Leadership.