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Course Co-ordinated by IIT Kharagpur
Dr. Biplab Datta
IIT Kharagpur


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 This course will help students to learn the fundamentals of services marketing from a practical point of view. The course focusses 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.




Introduction, Why Study Services Marketing Management?, The Service System, Characteristics of Services, Understanding the Macro-Environment


 Understanding the Micro-Environment, Services Marketing Process, Services Marketing Research, Exploring Marketing Opportunities, New Service Development, Segmenting the Market, Targeting and Positioning, Understanding Consumer Behaviour, The Service Product, Service Quality, Designing the Service Process


Developing Service Personnel, Educating Customers, Managing Service Delivery Channels, Managing Channel Conflict, Managing Demand and Capacity, Designing the Physical Evidence, Managing Integrated Marketing Communications, Pricing the Service, Managing Customers, Managing Service Recovery, Providing Service Guarantees, Consumer Protection


Case Studies in Services Marketing-1, Case Studies in Services Marketing-2, Case Studies in Services Marketing-3, Case Studies in Services Marketing-4, Case Studies in Services Marketing-5





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