Services Marketing: Concepts & Applications

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

Learners enrolled: 3737

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
Language for course content :	English
Duration :	6 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jul 2023
End Date :	31 Oct 2023
Enrollment Ends :	09 Sep 2023
Exam Date :	01 Dec 2023 IST

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Fundamentals of Services Marketing
Week 2: Service Product & Branding
Week 3: Price & Promotion of Services
Week 4: Place & Process Decisions
Week 5: People & Physical Evidence
Week 6: Service Excellence

Click here for Syllabus

Books and references

None

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

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Policy:

Assessment Type	Weightage
Mid-Term & End-Term	25%
Final Exam	75%

Certificate Eligibility:

40% marks and above in Mid Term & End Term
40% marks and above in the final proctored exam

Score	Type of Certificate
>=90	Gold
75 - 89	Silver
70 - 74	Bronze
40 - 70	Successfully Completed
<40	No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

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