Services Marketing

Week 01: Fundamentals of Services Marketing What are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.   Week 02: Service Product & Branding What is a Service Product, Concept of brand and its uses.   Week 03: Price & Promotion of Services Pricing challenges, Pricing program, Revenue Management, Promotion mix, Promotion & Advertising strategies.   Week 04: Place & Process Decisions Place and Process Decisions   Week 05: People & Physical Evidence People management in service organizations and importance of Physical Evidence in Services Marketing   Week 06: Service Excellence
Service Excellence, Delivering Value, Service Quality, Service Recovery.