Introduction to the Course

Services Marketing is an exciting field of study. India is a growing economy, much of whose growth is fuelled by its service sector. The progression of the Indian economy towards ‘servicisation’ is gradual but real. The services such as banking, insurance, telecommunication, healthcare, education, entertainment, ITES, air transportation, travel and tourism have been growing, giving scope to the firms to realise their business potential. However, close observation would reveal how managers struggle to craft innovative strategies to cope up with the fierce competition. Unlike products, services are intangible and hence pose major challenges to the managers in marketing these services.

Course Objectives

After attending the course students will be able to practice:

• Application of  Services Marketing
  
• Customer Expectations
  
• Internal Marketing
  
• Service Positioning, Developing Service Products
  
• Marketing Strategies for Competitive Advantage