Course Overview
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Course Synopsis
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Today’s economy is witnessing a powerful shift to services as never before.The world is witnessing a transition from products being offered by manufacturing industry to optimal customer solutions proposed by services industry.Technology has immensely facilitated this transition. In most of the highly developed nations service sector contributes between two thirds and three fourths of GDP.
This course enables the students to explore the emerging trends and issues and imminent opportunities in services marketing field. It will also help in exploring the reality of today’s service centered world to get equiped with academic and managerial critical thinking, concepts and rich information. After dealing with this it investigates models to address the theoretical and practical issues involved. Finally it discusses the strategies, information and knowledge available to substantiate the models. In nutshell, this course will help to sharpen your knowledge and skills of customized marketing from the service industries perspective.
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Course Learning Outcomes
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At the end of this course, you should be able to learn the following:
- Define characteristics of services and learn the elements of marketing mix for services.
- Highlight the significance of the pre- and post-purchase process for services
- Develop an understanding of consumer expectations and how to cope with those during the pre- and post-purchase phases.
- Understand the basic determinants of quality and the basic principles that underlie service quality.
- Understand various operational positions.
- Leran about Services Triangle
- Understand the dynamics of channel structures, distribution management, and distribution growth strategies.
- Learn to develop competitive advantage by a firm and related marketing strategies to sustain that advantage.
- Understand and appreciate the accuracy and appropriateness of effective communication programs.
- Become skilled at evaluating service performance through measurement dynamics.
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Course Calendar
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2
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The importance of the services sector and types of services
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3
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Marketing approaches and characteristics of services
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4
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Classification of services
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5
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Classification of services...contd.
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6
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Classification of services…cont’d & Benefits of classification
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7
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Marketing mix of services
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8
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The provider gap-- its levels & the customer gaps
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9
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The purchase process of services
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10
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The purchase process of services…cont’d & The model of consumer expectations
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11
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Zone of tolerance & Maslow’s hierarchy in a marketing perspective
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13
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Satisfaction and quality
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15
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Quality dimensions and the themes
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16
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Objectives of research
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17
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Criteria for effective research…cont’d
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18
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Elements in effective research…cont’d
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19
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Performance, gap scores, and competition charts
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20
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Research for upward communication & Relationship marketing
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21
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Benefits of relationship marketing
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22
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Relationship strategies
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24
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Service guarantees & Gap 2
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25
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The new service development
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26
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Planning process……… Front-end planning
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27
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Considerations for a complete blueprint
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28
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Establishing an operational position
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29
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Establishing an operational position..... cont'd
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33
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Importance of physical evidence (PE)
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34
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Physical evidence strategy & Closing gap 3
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35
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Closing gap 3--People/Employees
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36
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Strategies for managing people…cont’d & Distribution…
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38
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Distribution management & Managing supply and demand
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39
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Demand management strategies
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41
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Managing promises & expectations
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42
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Improve customer education
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44
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The basis of demand-based pricing
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