Instructor
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Waseem Ahsan MBA(Marketing); MBA(Information Systems Technology) Punjab University Lahore; The George Washington University Washington D.C.
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This course will cover the following content;
1 Introduction
2 The importance of the services sector and types of services
3 Marketing approaches and characteristics of services
4 Classification of services & Benefits of classification
5 Marketing mix of services
6 The provider gap-- its levels & the customer gaps
7 The purchase process of services & The model of consumer expectations
8 Zone of tolerance & Maslow’s hierarchy in a marketing perspective
9 Consumer expectations, Satisfaction and quality, Dimensions of quality & Quality dimensions and the themes
10 Objectives of research
11 Criteria for effective research & Elements in effective research
12 Performance, gap scores, and competition charts
13 Research for upward communication & Relationship marketing
14 Benefits of relationship marketing & Relationship strategies,
15 Recovery strategies
16 Service guarantees & Gap 2
17 The new service development
18 Planning process, Front-end planning
19 Considerations for a complete blueprint
20 Establishing an operational position, Job design
21 Service standards, Values & value system
22 Importance of physical evidence (PE)
23 Physical evidence strategy & Closing gap 3,Closing gap 3--People/Employees, Strategies for managing people…cont’d & Distribution…
24 Distribution & Distribution management & Managing supply and demand , Demand management strategies
25 Service Communication
26 Managing promises & expectations
27 Improve customer education
28 Role of pricing, The basis of demand-based pricing
29 The recap
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