EdX

Services Marketing: Concepts & Applications (edX)

Offered by Indian Institute of Management, Bangalore, IIMBx,

Learn the core concepts of marketing services and their applications across industries and businesses from a customer as well as a managerial perspective. 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.

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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.
This course is part of the Services Marketing Fundamentals Professional Certificate.

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

Syllabus

Week 01: Fundamentals of Services Marketing
What are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.
Week 02: Service Product & Branding
What is a Service Product, Concept of brand and its uses.
Week 03: Price & Promotion of Services
Pricing challenges, Pricing program, Revenue Management, Promotion mix, Promotion & Advertising strategies.
Week_04: Place & Process Decisions
Place and Process Decisions
Week_05: People & Physical Evidence
People management in service organizations and importance of Physical Evidence in Services Marketing
Week_06: Service Excellence Service Excellence, Delivering Value, Service Quality, Service Recovery.

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