Course in Services Marketing

Indian Institute of Management Calcutta
In Kolkata

Price on request
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Important information

Typology Course
Location Kolkata
  • Course
  • Kolkata


Where and when

Starts Location
On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
See map
Starts On request
INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104, West Bengal, India
See map

Course programme

Term VI - The maximum number of students for the class will be 50. Only credit students will be eligible.

§ Introduction:
Service businesses are an increasingly dominant force in world economics. This course is designed to help you develop an understanding of the unique marketing needs and challenges faced by service organizations and manufacturing firms that use service as a competitive strategy in an increasingly challenging global environment.

§ Course Objective:
Businesses in today's competitive environment expect you to have a variety of skills when you graduate. Employers look for
1) good problem-solving and critical thinking skills;
2) excellent communication skills;
3) ability to work well in teams;
4) listening skills; and
5) technological literacy.
This course is designed to help you develop these skills in the context of services marketing. We'll use lectures, class discussions, group activities, and presentations to explore services marketing concepts.

§ Course Content:
1. Distinctive Aspects of Services Marketing
2. Developing Frameworks for Analyzing Services
3. The Customer Experience
4. Positioning a Service in the Marketplace
5. Targeting Customers and Building Relationships
6. Managing Demand
7. Creating and Delivering Services
8. Adding Value to Core Products with Supplementary Services
9. Understanding Costs and Developing Pricing Strategies
10. Communicating and Promoting Services
11. Enhancing Value by Improving Quality and Productivity
12. Developing and Managing the Customer-Service Function
13. Organizing and Implementing the Marketing Effort
14. Globalizing Services Marketing

§ Reading Materials:
PGP office will provide
(a) A booklet with relevant articles
(b) A collection of cases

§ Academic Honesty:
Honesty and integrity are critical attributes in both our professional and personal lives. I expect you to maintain a very high standard of academic honesty. Dishonesty may result in a grade reduction or other penalties.

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