Students will study the basic fundamentals of services marketing along with

Students will study the basic fundamentals of

This preview shows page 7 - 9 out of 36 pages.

Service and Managing Service Promises. Students will study the basic fundamentals of services marketing along with emphasis on practical from the corporate world so as to help them apply the fundamentals of the course in the dynamic business world. Course Outcomes: At the end of the course students are be able 1. To explain the basic concepts of services marketing 2. To exhibit the skills required in identifying and closing the service gaps existing in a service organization. 3. To apply the skills required in identifying and closing the service gaps existing in a real time situation. Courses Contents Unit I Service Marketing : Introduction, Need and scope of service marketing, Reasons for growth of services, Contribution to economy, Different types of service sectors – traditional and new, Trends in service sector, Impact of technology on different service sectors Service Concept : Definition, Characteristics of services, Tangibility continuum, Marketing mix for services - product, price, place, promotion, physical evidence, people & process Unit II Consumer Behaviour in Service Marketing : Service Experience- moments of truth, customer needs, expectations, perceptions, zone of tolerance, customer satisfaction, understanding
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the differences among customers Service Strategy Planning : Understanding the customer and competition, Positioning services, Service triangle concept Unit III Creating the Service Product : Creating service product, Customer value hierarchy, Flower of service, Service product mix, Branding service products Service Marketing Communications : Elements of promotional mix for services Pricing of Services : Foundations of pricing, How service prices are different, Approaches to pricing Unit IV Distributing Services : Distribution in service context, Direct channels, franchising, agents and brokers, electronic channels, Strategies for effective delivery Designing and Managing Services : Designing service delivery system, Service blue printing, Quality function deployment, Customer as co-producer Managing Demand and Capacity : Capacity constraints, Demand patterns, Strategies for matching capacity and demand, Wait lines and reservations Planning the Service Environment : Physical evidence, Servicescapes - types and role,customer response to environment, guidelines for servicescape strategies Unit V Managing People : Critical importance of service employees, Problems and difficulties of boundary-spanning roles, Strategies for delivering service quality through people, Service leadership and culture Service Quality : Service quality, Integrated Gap model - to identify and correct quality problems, Measuring and improving service quality Different Services : N ature and characteristics of financial, hospitality, health-care,educational & professional, logistics, entertainment services and their respective marketing- mix analysis Building Customer Relationships : Goals of relationship marketing, Understanding customer-firm relationships, Relationship value of customers, Customer profitability segment, Targeting right customers,
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  • Summer '20

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