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Session Plan Service MArketing

Session Plan Service MArketing

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Published by Rakesh Patel

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Published by: Rakesh Patel on Feb 10, 2011
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INDORE MANAGEMENT INSTITUTESession Plan: Sem III
Subject: Service MarketingInstructor: Manu Priya GaurDuration: 20 lectures
Course Objective:
The course focuses on the unique challenges of marketing and managing services and deliveringquality service to customers. The attraction, retention, and building of strong customer relationships through quality service and services are at the heart of the course content.
 
The emphasis in the course will be on service universals rather than on any particular industry(such as bank marketing). However, concepts will be illustrated using cases, examples, andexercises in service industries such as banking, health care, financial planning, consulting, the professions, and communication as well as manufacturing and high tech industries (both of which depend heavily on services to provide value.
Pedagogy:
The Paper incorporates effective pedagogy.
 
L
ecture
 
D
iscussions
 
C
ase studies
 
M
ultimedia Presentations
 
I
nternet explorations
 
E
xperiential
E
xercise/Advertisement Presentations
 
S
tudy Assignment
 
M
ini Project
 
G
roup Presentations
 
Q
uizzes
Session 1. Growth and Importance of Service Industry
Service Industry: overviewService TrendsServices Marketing EnvironmentGrowth of service sector
Session 2. Services Concept
Scope of Goods & Services 4Is of ServicesGoods & Services Categorizations
 
Session 3. Consumer Behavior in Service Encounter
Motivation & CBPerceptionSocial, Cultural & Psychological FactorsPersonal Factors
Session 4. Understanding Service Market
SegmentationTarget Market Selection
Session 5.Positioning Services in Competitive Markets
Why PositioningPositioning ServicesEffective positioningPositioning the IntangiblesPositioning Process
Session 6. Case Study: Services Marketing is DifferentSession 7. Service Marketing MIX: ProductSession 8. Service Marketing MIX: PriceSession 9. Service Marketing MIX: PlaceSession 10. Service Marketing MIX: PromotionSession 11. Service Application: Marketing EducationSession 12. Service Marketing MIX: PeopleSession 13. Service Marketing MIX: Physical EvidenceSession 14. Service Application Marketing Health ServicesSession 15. Service Marketing MIX: ProcessSession 16. Service QualitySession 17: Strategies for Service MarketingSession 18. Services Marketing TriangleSession 19. Customer FocusSession 20. Recapitulation

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