Services Marketing: A Practical Approach (Dr. Biplab Datta, IIT Kharagpur) | Business and Management

Services Marketing: A Practical Approach

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)

Introduction

Lecture 01 - Introduction

Lecture 02 - Why Study Service Marketing Management?

Lecture 03 - The Services System

Lecture 04 - Characteristic of Services

Lecture 05 - Understanding the Macro-Environment

Lecture 06 - Understanding the Macro-Environment (cont.)

Lecture 07 - Understanding the Macro-Environment and Understanding the Micro-Environment

Lecture 08 - Understanding the Micro-Environment (cont.)

Lecture 09 - Service Marketing Process

Lecture 10 - Exploring Marketing Opportunities

Lecture 11 - Exploring Marketing Opportunities (cont.)

Lecture 12 - Segmenting the Market, Targeting and Positioning

Lecture 13 - Services Marketing Research

Lecture 14 - Understanding Consumer Behaviour

Lecture 15 - New Service Development

Lecture 16 - The Service Product

Lecture 17 - Service Quality

Lecture 18 - Service Quality (cont.)

Lecture 19 - Designing the Services Process

Lecture 20 - Designing the Services Process (cont.)

Lecture 21 - Developing Service Personnel

Lecture 22 - Educating Customers

Lecture 23 - Managing Service Delivery Channels

Lecture 24 - Managing Channel Conflict

Lecture 25 - Managing Demand and Capacity

Lecture 26 - Managing Demand and Capacity (cont.)

Lecture 27 - Design the Physical Evidence

Lecture 28 - Managing Integrated Marketing Communications

Lecture 29 - Managing Integrated Marketing Communications (cont.)

Lecture 30 - Pricing the Service

Lecture 31 - Managing Customers

Lecture 32 - Managing Service Recovery

Lecture 33 - Providing Service Guarantees

Lecture 34 - Customer Protection

Lecture 35 - Case Study: Examples

Lecture 36 - Case Study: Financial Services and the Marketing of Insurance Services

Lecture 37 - Case Study: Information Services Marketing

Lecture 38 - Case Study: Healthcare Services

Lecture 39 - Case Study: Education and Extension Services

References

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.