Course description
Services Marketing: Concepts & Applications
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.
Upcoming start dates
Suitability - Who should attend?
Prerequisites
None
Outcome / Qualification etc.
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
Training Course Content
Fundamentals of Services Marketing
What are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.
Service Product & Branding
What is a Service Product, Concept of brand and its uses.
Price & Promotion of Services
Pricing challenges, Pricing program, Revenue Management, Promotion mix, Promotion & Advertising strategies.
Place & Process Decisions
People & Physical Evidence
People management in service organizations and importance of Physical Evidence in Services Marketing
Service Excellence
Service Excellence, Delivering Value, Service Quality, Service Recovery.
Course delivery details
This course is offered through Indian Institute of Management Bangalore, a partner institute of EdX.
3-5 hours per week
Expenses
- Verified Track -$149
- Audit Track - Free