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Last updated:

September 26, 2023

Duration:

Unlimited Duration

FREE

This course includes:

Unlimited Duration

Badge on Completion

Certificate of completion

Unlimited Duration

Description

Services Marketing: A Practical Approach. Instructor: Dr. Biplab Datta, Vinod Gupta School of Management, IIT Kharagpur.

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 Curriculum

  • 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

About the instructor

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Instructor Rating

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