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Shainesh G
The spectrum of services is remarkably diverse. As consumers, we continue to add services to make our lives simpler, productive and more enjoyable. Be it banking, healthcare, hospitality, airline, communication and connections. One way or the other, we consume and experience a variety of services everyday.
New services are being launched regularly. Many of them have transformed the industries and the economies. This course aims to equip learners to understand the opportunities and challenges in marketing and managing services.
Read more
The spectrum of services is remarkably diverse. As consumers, we continue to add services to make our lives simpler, productive and more enjoyable. Be it banking, healthcare, hospitality, airline, communication and connections. One way or the other, we consume and experience a variety of services everyday.
New services are being launched regularly. Many of them have transformed the industries and the economies. This course aims to equip learners to understand the opportunities and challenges in marketing and managing services.
Read more
The spectrum of services is remarkably diverse. As consumers, we continue to add services to make our lives simpler, productive and more enjoyable. Be it banking, healthcare, hospitality, airline, communication and connections. One way or the other, we consume and experience a variety of services everyday.
New services are being launched regularly. Many of them have transformed the industries and the economies. This course aims to equip learners to understand the opportunities and challenges in marketing and managing services.
You will understand about the characteristics of services and their implications on conceptualization, design, and delivery. You will also get to understand the need for coordinated organizational effort through marketing, human resources and operations in delivering superior service.
Drawing on research and examples from successful businesses, this course will equip learners with frameworks and models that can be applied in a variety of service contexts.
The discussions in the course will revolve around the fundamental concepts of services marketing and best practices across industries and business models.
Register for this course and see more details by visiting:
OpenCourser.com/course/3tusw7/services
What's inside
Learning objectives
- Fundamentals of services marketing
- Strategic and tactical aspects of services marketing
- Branding services
- Services marketing mix
- Delivering service value
- Service quality and excellence
- Fundamentals of services marketing
- Strategic and tactical aspects of services marketing
- Branding services
- Services marketing mix
- Delivering service value
- Service quality and excellence
Syllabus
Week 01: Fundamentals of Services Marketing
What are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.
Read more
Syllabus
Week 01: Fundamentals of Services Marketing
What are Services, its Nature and characteristics, service encounter, consumer behavior, and strategic & tactical aspects of services marketing.
Read more
Week 02: Service Product & Branding
What is a Service Product, Concept of brand and its uses.
Week 03: Price & Promotion of Services
Pricing challenges, Pricing program, Revenue Management, Promotion mix, Promotion & Advertising strategies.
Week_04: Place & Process Decisions
Place and Process Decisions
Week_05: People & Physical Evidence
People management in service organizations and importance of Physical Evidence in Services Marketing
Week_06: Service Excellence Service Excellence, Delivering Value, Service Quality, Service Recovery.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores services marketing, which is a critical and highly relevant aspect of marketing
Teaches best practices for services marketing from successful real-world examples
Develops the foundational knowledge of services marketing, its nuances, and its impact on strategic planning
Provides a framework for understanding and delivering service value to customers
Covers emerging trends and advancements in services marketing
Case study examples enhance the understanding of services marketing concepts and applications
Save this course
Save Services Marketing: Concepts & Applications to your list so you can find it easily later:
Save
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Services Marketing: Concepts & Applications with these
activities:
Join a study group or collaborate on projects
Show steps
Deepen your understanding through collaborative learning and exchange of ideas with peers.
Show steps
-
Identify classmates who share similar interests or learning goals.
-
Organize regular study sessions to discuss course concepts and assignments.
-
Collaborate on projects or assignments to gain diverse perspectives and improve outcomes.
Review services marketing textbooks
Show steps
Review foundational services marketing concepts by reading industry-leading textbooks.
View
Services Marketing: People, Technology,...
on Amazon
Show steps
-
Select a services marketing textbook from the provided list or explore other reputable sources.
-
Dedicate dedicated time for reading and note-taking to grasp the core concepts.
-
Identify key takeaways and summarize the main ideas in your own words.
Conduct customer surveys and interviews
Show steps
Develop your research skills by gathering firsthand insights from actual customers.
Show steps
-
Design a survey or interview questions that align with your research objectives.
-
Identify and recruit a representative sample of customers to participate.
-
Conduct surveys or interviews and record the responses accurately.
-
Analyze the data to extract meaningful insights and identify trends.
Two other activities
Expand to see all activities and additional details
Show all five activities
Participate in a services marketing simulation
Show steps
Test your decision-making and strategic thinking in a simulated services marketing environment.
Show steps
-
Explore online platforms or educational institutions that offer services marketing simulations.
-
Join a simulation and assume the role of a services marketer.
-
Analyze the market, make strategic decisions, and implement marketing campaigns.
-
Monitor the results and adjust your strategies accordingly.
Develop a service blueprint
Show steps
Solidify your understanding of service design by creating a visual representation of a service process.
Show steps
-
Choose a service that you are familiar with or interested in.
-
Identify the key touchpoints and interactions between the customer and the service provider.
-
Draw a detailed diagram that outlines the sequence of events and the roles of different stakeholders.
-
Analyze the service blueprint and identify areas for improvement or optimization.
Join a study group or collaborate on projects
Show steps
Deepen your understanding through collaborative learning and exchange of ideas with peers.
Show steps
Show steps
Show steps
- Identify classmates who share similar interests or learning goals.
- Organize regular study sessions to discuss course concepts and assignments.
- Collaborate on projects or assignments to gain diverse perspectives and improve outcomes.
Review services marketing textbooks
Show steps
Review foundational services marketing concepts by reading industry-leading textbooks.
View
Services Marketing: People, Technology,...
on Amazon
Show steps
Show steps
Show steps
- Select a services marketing textbook from the provided list or explore other reputable sources.
- Dedicate dedicated time for reading and note-taking to grasp the core concepts.
- Identify key takeaways and summarize the main ideas in your own words.
Conduct customer surveys and interviews
Show steps
Develop your research skills by gathering firsthand insights from actual customers.
Show steps
Show steps
Show steps
- Design a survey or interview questions that align with your research objectives.
- Identify and recruit a representative sample of customers to participate.
- Conduct surveys or interviews and record the responses accurately.
- Analyze the data to extract meaningful insights and identify trends.
Two other activities
Expand to see all activities and additional details
Show all five activities
Participate in a services marketing simulation
Show steps
Test your decision-making and strategic thinking in a simulated services marketing environment.
Show steps
Show steps
Show steps
- Explore online platforms or educational institutions that offer services marketing simulations.
- Join a simulation and assume the role of a services marketer.
- Analyze the market, make strategic decisions, and implement marketing campaigns.
- Monitor the results and adjust your strategies accordingly.
Develop a service blueprint
Show steps
Solidify your understanding of service design by creating a visual representation of a service process.
Show steps
Show steps
Show steps
- Choose a service that you are familiar with or interested in.
- Identify the key touchpoints and interactions between the customer and the service provider.
- Draw a detailed diagram that outlines the sequence of events and the roles of different stakeholders.
- Analyze the service blueprint and identify areas for improvement or optimization.
Career center
Learners who complete Services Marketing: Concepts & Applications will develop knowledge and skills
that may be useful to these careers:
Services Marketer
Services Marketer
Services marketers develop and execute marketing campaigns specifically for services. Services Marketing: Concepts & Applications is highly relevant as it provides a comprehensive understanding of the services marketing domain and its unique characteristics.
Service Designer
Service Designer
Service designers create and improve services to enhance customer experiences. Taking Services Marketing: Concepts & Applications would be extremely valuable as the course dives into the strategic and tactical aspects of services marketing.
Customer Success Manager
Customer Success Manager
Customer success managers are responsible for ensuring that customers are satisfied with a company's products or services and maximizing customer lifetime value. Services Marketing: Concepts & Applications is highly relevant as it teaches how to deliver value, service quality, and service excellence, which are all crucial for customer success.
User Experience (UX) Researcher
User Experience (UX) Researcher
User experience researchers study how users interact with products and services to improve the user experience. Services Marketing: Concepts & Applications provides insight on developing services that meet the needs and expectations of customers, which is crucial for UX research.
Marketing Manager
Marketing Manager
Marketing managers plan and execute marketing campaigns to promote a company's products or services. Those in this position can benefit from Services Marketing: Concepts & Applications through its comprehensive approach to marketing services.
Sales Manager
Sales Manager
Sales managers lead and motivate sales teams to achieve revenue and customer acquisition goals. Services Marketing: Concepts & Applications can contribute to their success by equipping them with knowledge on services marketing strategies and tactics.
Brand Manager
Brand Manager
Brand managers develop and implement marketing campaigns to promote a company's brand and products or services. Taking Services Marketing: Concepts & Applications can be beneficial to those in this field, as the course dives into branding services including its concept and uses.
Consultant
Consultant
Consultants provide expert advice and guidance to businesses and organizations on a variety of topics, including marketing and management. Services Marketing: Concepts & Applications can benefit those in consulting as the course offers knowledge about the service industry and how to develop effective marketing strategies.
Account Manager
Account Manager
Account managers engage with customers to ensure satisfaction and optimal use of a company's products or services. Services Marketing: Concepts & Applications would provide a strong foundation for someone in this role by teaching how to meet the unique needs of customers within the service industry.
Project Manager
Project Manager
Project managers are responsible for planning, executing, and closing projects. Services Marketing: Concepts & Applications can enhance project management knowledge through its focus on service delivery and process management.
Product Manager
Product Manager
Product managers are responsible for the development and marketing of products or services. Services Marketing: Concepts & Applications would be useful for product managers as it provides insight on the unique characteristics of services and how to effectively market them.
Web Developer
Web Developer
Web developers design and develop websites and web applications. They can benefit from Services Marketing: Concepts & Applications by learning about the needs of service businesses and how to create user-friendly online experiences.
Writer
Writer
Writers create content for a variety of purposes, including marketing and advertising. Services Marketing: Concepts & Applications can benefit writers by providing knowledge on developing compelling content that resonates with service audiences.
Public relations manager
Public relations manager
Public relations managers manage a company's public image and communications. Services Marketing: Concepts & Applications may be helpful by teaching how to effectively manage service encounters and build strong relationships with customers and stakeholders.
Strategy Consultant
Strategy Consultant
Strategy consultants advise businesses and organizations on strategic planning and implementation. Services Marketing: Concepts & Applications may be useful as it provides frameworks and models for developing effective service strategies.
For more career information including salaries, visit:
OpenCourser.com/course/3tusw7/services
Reading list
We've selected ten books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Services Marketing: Concepts & Applications.
Provides a comprehensive overview of the core concepts of services marketing, from the nature of services to the development and delivery of service products.
Provides a framework for understanding and managing customer experience in the service sector.
Introduces the service-dominant logic of marketing, which provides a new perspective on the role of services in the economy.
Provides insights into how to build strong brands in the service sector.
Explores the concept of the experience economy, in which businesses create value by providing memorable experiences for customers.
Save
Provides insights into how to create memorable experiences for customers.
Provides insights into the challenges of innovation in the service sector.
Provides a practical guide to innovation in the service sector.
Save
Provides a framework for creating uncontested market space in the service sector.
Provides a practical guide to value proposition design in the service sector.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/3tusw7/services
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Effort
3 to 5 hours per week for 6 weeks
Level
Introductory
Via
edX
Institution
Indian Institute of Management Bangalore
Instructor
Shainesh G
Language
English
Transcript
English
Good to know
Explores services marketing, which is a critical and highly relevant aspect of marketing
Teaches best practices for services marketing from successful real-world examples
Develops the foundational knowledge of services marketing, its nuances, and its impact on strategic planning
Provides a framework for understanding and delivering service value to customers
Covers emerging trends and advancements in services marketing
Case study examples enhance the understanding of services marketing concepts and applications
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