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SERVICES MARKETING
Rating: 4.6 out of 5(24 ratings)
708 students

SERVICES MARKETING

Navigating Services Marketing in a Digitally Connected World
Created byDr. Shyam Shukla
Last updated 12/2020
English

What you'll learn

  • The objective of the Innovation in Services Marketing course is to equip students with the skills and knowledge to develop and implement creative strategies...
  • The second objective of the Innovation in Services Marketing course is to foster an understanding of how innovation can transform traditional service models....
  • In the Innovation in Services Marketing course, students will learn how to leverage new technologies and creative approaches to revolutionize service industries
  • In the Innovation in Services Marketing course, students will also learn from the case study MNCs, a company renowned for its customer service innovation.

Explore related topics

Course content

11 sections • 15 lectures • 1h 0m total length

  • Introduction to Services7:14

    Some of the earliest attempts to define services focused on what makes them different from goods. Late-eighteenth and early-nineteenth century definitions highlighted the nature of ownership and wealth creation. Classical economists contended that goods were objects of value over which ownership rights could be established and exchanged. Ownership implied possession of a tangible object that had been acquired through purchase, barter or gift from the producer or previous owner and was legally identifiable as the property of the current owner. In contrast, when services were purchased, no title to goods changed hands.

  • Tangibility of services2:15
  • Inseparability of services1:43
  • Heterogeneity of services3:13
  • Perishability of services1:34
  • QUIZ 1

Requirements

  • Basic understanding of market.
  • College level students

Description

The objective of the  Services Marketing course is to equip students with the skills and knowledge to develop and implement creative strategies for enhancing service offerings. This course emphasizes the role of innovation in improving customer experiences, service delivery processes, and value propositions. Students will learn how to integrate technology, customer-centric approaches, and sustainable practices to differentiate service brands and drive business growth. By exploring case studies, emerging trends, and real-world challenges, the course aims to foster a mindset of continuous improvement and adaptability, enabling students to create competitive advantages in the service sector.

The second objective of the Innovation in Services Marketing course is to foster an understanding of how innovation can transform traditional service models and lead to the development of unique customer experiences. Students will explore the use of advanced technologies, such as artificial intelligence, data analytics, and automation, to streamline operations and personalize services. Additionally, the course will emphasize the importance of co-creation with customers, encouraging students to actively involve customers in the innovation process. By the end of the course, students will be able to design innovative service solutions that not only meet but exceed customer expectations, thereby enhancing customer loyalty and long-term business success.

By applying these concepts, students will practice designing personalized marketing strategies, using tools like data analytics to predict customer needs, and co-developing new service solutions through customer engagement. This knowledge will empower them to drive innovation in various service industries, from healthcare to retail.

This course will enrich the participants with the knowledge of  services marketing.  They will understand the characteristics of Services  classification of services; Consumer versus Industrial Services, Model of Service segmentation strategy, Global and Indian Scenario in services sector.  The students will further understand  :

7 Ps of Services Marketing Mix

Customer satisfaction strategies

Service Quality:

Importance of quality in Services;

How customers evaluate service performance,

Service Quality Models Parsuraman- Zeithamal- Bitner (PZB) Gaps Model, SERVQUAL ,

Technology & Service Strategy:

Applying technology to service settings,

e-services etc.,

Who this course is for:

  • Undergraduate and post graduate students
  • Beginners who want to learn marketing and choose their profession into marketing management.

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