Scribd
Upload
51 views

Mos

This document outlines the modules of a services marketing course. Module I discusses understanding services, including the evolution and growth of services, conceptual frameworks, service encounters and systems. Module II focuses on understanding customer behavior, expectations, segmentation, satisfaction and loyalty. Module III covers the marketing mix for services, including positioning, branding, pricing, promotion, delivery and quality improvement. Module IV addresses strategic issues such as internal marketing, employee management, and globalization. Module V explores applying services marketing concepts to specific areas like financial services.

Uploaded by

Bhavarth Sheth
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
51 views

Mos

This document outlines the modules of a services marketing course. Module I discusses understanding services, including the evolution and growth of services, conceptual frameworks, service encounters and systems. Module II focuses on understanding customer behavior, expectations, segmentation, satisfaction and loyalty. Module III covers the marketing mix for services, including positioning, branding, pricing, promotion, delivery and quality improvement. Module IV addresses strategic issues such as internal marketing, employee management, and globalization. Module V explores applying services marketing concepts to specific areas like financial services.

Uploaded by

Bhavarth Sheth
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Module I: Understanding Services

Marketing of Services: An Overview; Evolution of Services Marketing;


Concepts and Issues; Services Characteristics; Growth and importance of
Services in the National Economy; Conceptual Framework for Marketing
of Services; The service experience as a process; Understanding Services:
Service Encounters, Service Systems, Critical Incidents ; Service
Encounters: service systems, critical incidents; Case Study: British
Airways
Module II: Understanding Customers
Understanding Services and their Buying Behaviour in Services; Customer
Exceptions, Needs and Perceptions;
Segments and Targeting Customers; Focus on Customers; Service Failure;
Service Recovery; Handling
Customer Complaints; Customers Relationship Management; Customer
Relationships in the Market Place;
Customer Retention Strategies; Understanding and Measuring Customer
Satisfaction and Service Quality; The
Return on Quality; Moments of Truth
Module III: The Service Marketing Mix
Marketing of Services: Positioning of Service; Search for Competitive
Advantage; Developing Positioning Maps.
Marketing of Services: Creating Services and Service Blueprinting;
Planning, Creation, Blueprinting and
Branding of Services; Marketing of Services: Pricing Strategies; Pricing
Strategies: Planning and
Implementation; Marketing of Services: Promotions Strategies, Developing
Communication Mix; Customer
Education; Developing Communication Mix; Planning and Managing
Service Delivery; Options for Service
Delivery; Place and Time Decision; Creating Value through Service
Quality & Productivity Improvement;
Demand Management in Services;
Measuring and Managing Capacity; Strategies for Managing Demand.
Module IV: Strategic Issues in Management of Services
Strategic Issues in Services Marketing; Internal Marketing; Managing
Service Employees; Motivating Employees.
Global Strategies for Services; Services in the Global Economy; Strategies
for Trans-national Services;
Harnessing Technology to Enhance Value in Services; Applying
Technology to Services; Marketing
Implications of the Internet
Services Marketing: Some
Module V: Application Areas
Marketing Financial Services; Marketing Banking Services: Some New
Developments; Group Project
Presentations.

You might also like