Developing Effective Services Marketing Strategies

Introduction

This course is designed to enable decision-making to understand the basis of effective service delivery to clients. The course will strive to familiarize the participants with various services marketing principles, design, delivery, services gap and service recovery, etc., that can be specifically applied to the various services such as banking, retail, insurance, hospitality, aviation, IT, media, education, etc.

This course will provide a learning of dynamic service environment that will focus on practical applications of services marketing concepts and techniques. Further, this course will help in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Participants will be introduced to and will have the opportunity to work on strategies that address these challenges and help develop a customer-oriented mindset.

Course Objectives

The course aims to deepen the understanding of the various concepts of services marketing, such as:

Understand the concept of service Marketing.
To assess the services gap model and its importance for managers
Managing service failure and effective service recovery.
Understanding the role of customers and employees in service sectors.
Consumer behavior in services contexts.
Managing customer relationships

Eligibility

1. Graduates or Diploma Holders in any discipline.
Any Working Professional

Program Prerequisites

None

Target Segment/ Who Should Attend

Middle-level and junior-level managers in the service sectors
Managers from B2C /B2B organizations handling customer-centric & service-based roles.
Working professionals interested/employed in service sectors.
Early career professionals keen to expand their understanding and advance their knowledge related to services.

Type of Certificate

Certification of participation

Total No. of Hours

21 hours

Date

22^th September 2024 to 08^th December 2024

Mode

Online

Pedagogy

The program will be highly experiential and interactive, comprising of:

Lecture and Discussions
Case studies from Harvard and Ivey Publishing
Sessions by Industry experts

Course Content

1. Basics of Services Marketing

2. Effective Service Delivery

3. Positioning of Services

4. Service Quality and Service-Gap Model

5. Service Recovery

6. Managing Customer Relationship

Key Programme Highlights/USP

1. Helpful for marketing managers and participants dealing in services sectors.

2. Helpful for participants dealing with customer-facing roles

3. Insights from a mix of academic and industry experts.

4. Case studies-based teaching and discussion.

Fee

INR 24000 + 18% GST
Early Bird Registration: 22000 + 18% GST (10/08/24)
Last Date of Registration for Program Fees: (12/09/24)

Program Delivery

Online Classes- 14 sessions of 1.5 hours each
Sessions: Every Weekend (Saturday:1 session and Sunday:1 session)
Program Date: 21/9/2024 to 09/11/2024