Services Marketing

Unit

Course Description

Sessions

Unit I

Introduction to Services Marketing: Understanding Services, Differences in Goods Versus Services, Emerging Service Environment, Classification of Services, Service Encounters.

2

Unit II

Service Market Segmentation, Targeting & Positioning: Process of Market Segmentation, Targeting and Positioning, Service Value Addition to the Service Product, Planning and Branding Service Products, New Service Development, Concept of Flower of Service.

3

Unit III

Pricing Strategies for Services: Service Pricing, Revenue Management, Pricing Objectives, Challenges in Pricing.

4

Unit IV

Service Promotion: The Role of Marketing Communication, Implication for Communication Strategies, Setting Communication Objectives, Marketing Communication Mix, Role of Digital Marketing and Social Media Marketing.

3

Unit V

Place & Process Decisions: Methods of Service Delivery, Role of Intermediaries, Franchising, Service Process, Developing a Service Blueprint, Application of Service Blueprint.

3

Unit VI

People & Physical Evidence: Frontline Service Employees, People Management Strategies, Service Leadership & Service Climate, Service Environment, Service Scape Model, Designing Services Capes.

3

Unit VII

Service Excellence: Enabling Service Excellence, Delivering Value, Service Failure & Recovery, Service Quality, SERVQUAL Model, Customer Loyalty.

4

Unit VIII

Customer Relationship Marketing: Relationship Marketing, the Nature of Service Consumption, Understanding Customer Needs and Expectations, Strategic Responses to the Intangibility of Service Performances.

2