Services Marketing: Concepts & Applications

By Shainesh G | Indian Institute of Management Bangalore (IIMB)

Learners enrolled: 4856

The spectrum of services is remarkably diverse. As consumers, we continue to add services to make our lives simpler, productive and more enjoyable. Be it banking, healthcare, hospitality, airline, communication and connections. One way or the other, we consume and experience a variety of services everyday.

New services are being launched regularly. Many of them have transformed the industries and the economies. This course aims to equip learners to understand the opportunities and challenges in marketing and managing services.

You will understand about the characteristics of services and their implications on conceptualization, design, and delivery. You will also get to understand the need for coordinated organizational effort through marketing, human resources and operations in delivering superior service.

Drawing on research and examples from successful businesses, this course will equip learners with frameworks and models that can be applied in a variety of service contexts.

The discussions in the course will revolve around the fundamental concepts of services marketing and best practices across industries and business models.

What you'll learn:

Fundamentals of services marketing
Strategic and tactical aspects of services marketing
Branding services
Services marketing mix
Delivering service value
Service quality and excellence

Summary

Course Status :	Completed
Course Type :	Core
Duration :	6 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jan 2023
End Date :	30 Apr 2023
Enrollment Ends :	15 Mar 2023
Exam Date :

Page Visits

Course layout

Week 01: Fundamentals of Services Marketing

What are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.

Week 02: Service Product & Branding

What is a Service Product, Concept of brand and its uses.

Week 03: Price & Promotion of Services

Pricing challenges, Pricing program, Revenue Management, Promotion mix, Promotion & Advertising strategies.

Week 04: Place & Process Decisions

Place and Process Decisions

Week 05: People & Physical Evidence

People management in service organizations and importance of Physical Evidence in Services Marketing

Week 06: Service Excellence
Service Excellence, Delivering Value, Service Quality, Service Recovery.

Instructor bio

Shainesh G

Indian Institute of Management Bangalore (IIMB)

Shainesh is Professor of Marketing at the Indian Institute of Management Bangalore. He has conducted research and teaching assignments at various universities abroad. His book titled Customer Relationship Management – A Strategic Perspective (Macmillan India) is a prescribed textbook for CRM courses at several business schools. He is also the co-author of a book on CRM titled Customer Relationship Management – Emerging Concepts, Tools and Applications (15th Reprint 2011, Tata McGraw Hill, New Delhi).

Course certificate

Grading Policy:

There will be (a) one Mid-term Internal Assessment and (b) one Final Exam.

Weightage:

· Mid-term Internal Assessment: This will carry 25% weightage. This mid term will have questions from first three weeks.

· Final Exam: This will carry 75% weightage. This final exam will have questions from all the weeks.

Passing Marks:

· You will be eligible for a certificate only if you score minimum 40% in Mid-term Internal Assessment and minimum 40% in Final Exam.

Badge on Certificate:

· If you score 90% or more overall, your certificate will include "badge (gold)" printed.

Final Examination:

· Type of exam: Computer based exam

· Exam Center: You will have to appear at the allotted exam centre and take the exam in person. (You can find the final allotted exam centre details in the admit card (hall ticket)).

· Admit Card: You can download the Admit card (Hall ticket) around one week before the exam.

· QP Pattern: The type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. But generally MCQs are commonly provided.

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