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;
- Ideation;
- Setting Prices and Implementing Revenue Management;
- Promoting Services and Educating Customers;
- Visual Thinking;
- Designing Service Processes;
- Prototyping;
- Balancing Demand and Capacity;
- Crafting the Service Environment;
- Storytelling; Managing People for Service Advantage;
- Managing Relationships, Building Loyalty, and Complaint Handling;
- Creating Scenarios;
- Improving Service Quality;
- Productivity;
- organizing for change service leadership;
- Building a World Class Service Organization.
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