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Services Marketing

By Shainesh G   |   Indian Institute of Management Bangalore (IIMB)
Learners enrolled: 1811
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 : Ongoing
Course Type : Core
Duration : 6 weeks
Start Date : 30 Jul 2021
End Date : 30 Nov 2021
Exam Date : 14 Nov 2021 IST
Enrollment Ends : 15 Sep 2021
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate

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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

Type of exam: Computer based exam

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card (Example: Driving License, Passport, PAN card, Voter ID, Aadhaar-ID with your Name, date of birth, photograph and signature) for verification and take the exam in person. You can find the final allotted exam centre details in the hall ticket.

The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks etc.

FINAL CERTIFICATE:

Weightage: 25% weigtage for weekly assignment + 75% weigtage for final exam.
Passing Marks: You will be Eligible for Certificate Only if you score minimum 40% Weekly Assessment and min 40% in Final Exam. If you score less than 40% in either weekly assessments (avg) or in final exam, you will not receive the certificate.




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