SERVICE MARKETING MANAGEMENT (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. Define the concept of service market
2. Explain the profitable service strategies
3. Apply the 7Ps of marketing to services

Topics

1. Introduction to Services Marketing
2. Understanding Service Consumers
3. Positioning Services in Competitive Markets
4. Developing Service Products and Brands
5. Distributing Services through Physical and Electronic Channels
6. Setting Prices and Implementing Revenue Management
7. Promoting Services and Educating Customers
8. Designing Service Processes
9. Balancing Demand and Capacity
10. Managing People for Service Advantage
11. Crafting the Service Environment
12. Managing Relationships and Building Loyalty
13. Service Recovery and Improving Service Quality
14. Final Presentation