Services Marketing

1)      Understanding Services Marketing: Introduction, Characteristics of Services Marketing Mix, Services in the Modern Economy, Classification of Services, Marketing                 Services Vs. Physical Services.

2)      Customer Expectations of Service: Service Expectations, Types of Expectations, Factors that Influence Customer Expectations of Service. Issues in Involving                       Customers Service Expectations, Customer Defined Service Standards.

3)      Pricing & Promotion Strategies for Services: Service Pricing, Establishing Monetary Pricing Objectives, Foundations of Pricing, Pricing and Demand, Putting Service             Pricing Strategies into Practice.

4)      Service Promotion: The Role of Marketing Communication. Implication for Communication Strategies, Marketing Communication Mix.

5)      Marketing Plans for Services: The Marketing Planning Process, Strategic Context, Situation Review Marketing Strategy Formulation, Resource Allocations and Monitory           Marketing Planning and Services.