SERVICES MARKETING, Navigating Services Marketing in a Digitally Connected World.
Course 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.,
