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Management
Services Marketing (Web)
Syllabus
Co-ordinated by :
IIT Kharagpur
Available from :
2012-06-26
Lec :
1
Modules / Lectures
Introduction to Services Marketing
Introduction
What is Marketing Management?
The Service Process
Characteristics of Services
Understanding the Service Business Environment
Understanding the Macro Environment –I
Understanding the Macro Environment – II
Understanding the Macro Environment – III
Understanding the Macro Environment – IV
Understanding the Micro Environment
Understanding the Business Environment
Exploring Services Marketing Opportunities
Exploring Marketing Opportunities – I
Exploring Marketing Opportunities – II
Segmenting, Targeting and Positioning
Segmenting the Market
Targeting and Positioning
Services Marketing Research
Services Marketing Process
Services Marketing Research
Understanding Consumer Behaviour
Understanding Consumer Behaviour
New Service Development
New Service Development – I
New Service Development – II
The Service Product
Ensuring Service Quality
Service Quality - I
Service Quality - II
Designing the Service Process
Designing the Service Process – I
Designing the Service Process – II
Developing Service Personnel
Developing Service Personnel
Educating the Customers
Educating the Customers - I
Educating the Customers - II
Managing Service Delivery
Managing Service Delivery Channels
Managing Channel Conflict
Managing Demand and Capacity
Designing the Physical Evidence
Designing the Physical Evidence – I
Designing the Physical Evidence – II
Managing Integrated Marketing Communications
Managing Integrated Marketing Communications – I
Managing Integrated Marketing Communications – II
Pricing the Service
Pricing the Service
Value Pricing of Services
Managing Customers
Managing Customers
Service Recovery
Managing Service Recovery
Service Guarantees
Providing Service Guarantees
Consumer Protection
Consumer Protection
Web Content
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