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Services Marketing

Course Objective-

It is aimed at equipping the participants to clearly understand the issues concerning the concepts and practice of Services Marketing.

Major areas to be covered:

  • Distinguishing Features of Services

  • STP and the 7 Ps of Services Marketing

  • Services Experience, Service Design, Service Quality

  • Behavior of consumers, the Process View of Services

  • Service profit Chain, Productivity and Yield Management

  • Demand & Supply management

  • Service Guarantees, Service Recovery, Integrated Services strategy

  • Moments of Truth at all Customer Touch points

Elective papers:

Marketing area

Elective 1: Marketing research

Course Objective:

To understand the process of marketing research and also the application of research concepts in understanding the marketing concepts.

Major areas to be covered-

  • Introduction to Marketing Research

  • MR process

  • Problem recognition

  • Research Design

  • Data Collection

  • Data Analysis

  • Report preparation and presentation

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