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.