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Services Marketing: A Practical Approach. Instructor: Dr. Biplab Datta, Vinod Gupta School of Management, IIT Kharagpur.
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English
English [CC]
FREE
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Description
This course will help students to learn the fundamentals of services marketing from a practical point of view. The course focuses on the needs of the customers, who are to be kept satisfied and delighted for a business to prosper. The course will help students understand services marketing from various perspectives and will also be useful if participants wish to establish a new service business of manage an existing one. (from nptel.ac.in)
Course content
- Lecture 01 – Introduction Unlimited
- Lecture 02 – Why Study Service Marketing Management? Unlimited
- Lecture 03 – The Services System Unlimited
- Lecture 04 – Characteristic of Services Unlimited
- Lecture 05 – Understanding the Macro-Environment Unlimited
- Lecture 06 – Understanding the Macro-Environment (cont.) Unlimited
- Lecture 07 – Understanding the Macro-Environment and Understanding the Micro-Environment Unlimited
- Lecture 08 – Understanding the Micro-Environment (cont.) Unlimited
- Lecture 09 – Service Marketing Process Unlimited
- Lecture 10 – Exploring Marketing Opportunities Unlimited
- Lecture 11 – Exploring Marketing Opportunities (cont.) Unlimited
- Lecture 12 – Segmenting the Market, Targeting and Positioning Unlimited
- Lecture 13 – Services Marketing Research Unlimited
- Lecture 14 – Understanding Consumer Behaviour Unlimited
- Lecture 15 – New Service Development Unlimited
- Lecture 16 – The Service Product Unlimited
- Lecture 17 – Service Quality Unlimited
- Lecture 18 – Service Quality (cont.) Unlimited
- Lecture 19 – Designing the Services Process Unlimited
- Lecture 20 – Designing the Services Process (cont.) Unlimited
- Lecture 21 – Developing Service Personnel Unlimited
- Lecture 22 – Educating Customers Unlimited
- Lecture 23 – Managing Service Delivery Channels Unlimited
- Lecture 24 – Managing Channel Conflict Unlimited
- Lecture 25 – Managing Demand and Capacity Unlimited
- Lecture 26 – Managing Demand and Capacity (cont.) Unlimited
- Lecture 27 – Design the Physical Evidence Unlimited
- Lecture 28 – Managing Integrated Marketing Communications Unlimited
- Lecture 29 – Managing Integrated Marketing Communications (cont.) Unlimited
- Lecture 30 – Pricing the Service Unlimited
- Lecture 31 – Managing Customers Unlimited
- Lecture 32 – Managing Service Recovery Unlimited
- Lecture 33 – Providing Service Guarantees Unlimited
- Lecture 34 – Customer Protection Unlimited
- Lecture 35 – Case Study: Examples Unlimited
- Lecture 36 – Case Study: Financial Services and the Marketing of Insurance Services Unlimited
- Lecture 37 – Case Study: Information Services Marketing Unlimited
- Lecture 38 – Case Study: Healthcare Services Unlimited
- Lecture 39 – Case Study: Education and Extension Services Unlimited
Instructor
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