Services Marketing - Introduction, overview
Factors influencing service economy; Vategories of services
Consumer behavior in service encounters
Service failures, customer involvement in service process
Complaint handling, Service guarantee, Service recovery process
Designing service processes, Service blueprinting
Customer relationships, loyalty, wheel of loyalty
Effective tiering of service-The customer pyramid; Satisfaction & loyalty
Loyalty bonds; Deepening the customer relationships
Customer defections & declining accounts; Strateging for reducing customer defections
Customer as co-producer; Problem of customer misbehaviour, Jaycustomers
Creating value: STP strategies
Bases of segmenting consumer service markets, Service markting positioning strategy
Service attributes: Imporatant, determinant, nature
Basic focus strategies for services
The service product and its importance
Product levels & customer value of the hospitality service, core & complementary services
Pricing - objectives; foundations of pricing strategies
Customer perspetive: Pricing, value based & competitor based
Revenue management-Yield management
Service promotion and education; Communication strategy: opportunities & challenges
Eeducational and promotional objectives of services
Marketing communication planning: Advertising
Various service advertisements-contemporary examples; Impotrtance of eduction in service marketing
Service marketing communication mix
Relevance of sales promotion, public relations, publicty in service sector
Managing Service delivery processes, Methods of service delivery process
Place & cyberspace, Balancing demand & capacitgy
How to manage demand and capacity in service sector
Productivity and quality for service marketers
Service quality gap model; Service quality
Root-Cause analysis, Blueprinting
Customer satisfaction & service quality, quality problems
Marketing of services- Tourism & hospitality
Ways to close service quality gaps, Customer relationship management
Tourism and its importance
Various types of tourism; importance of medical tourism in India
Seminar: Airline industry in India
Hospitality : Opportunites and challenges
Healthcare marketing-Introduction
Healthcare marketing - Opportunity and challenges in India
Health care indusrtry in India
Seminar: Telecom industry in India
Telecom industry -Opportunity and challenges
Hospital marketing-Medical tourism in India
Seminar: Financial services marketing-I
Seminar: Financial services marketing-II
Seminar: Financial services marketing-Insurance sector in India; Impact COVID in financial sector
Banking sector in India
Seminar-Online Food delivery aggregators
Seminar: Service marketing -IT& ITES
Extempore- Various topic
Seminar: Technolgy impact on the Service quality
