About Course

Day 1: Understanding Service Marketing

Session 1: Introduction to Service Marketing

• Definition of services and their characteristics
• Importance of service marketing in today's economy
• Key differences between product and service marketing

Session 2: The Service Marketing Mix (7Ps)

• Overview of the traditional marketing mix (4Ps)
• Expanding the mix for services (7Ps: Product, Price, Place, Promotion, People, Process, Physical Evidence)
• Examples and case studies illustrating the 7Ps

Session 3: Customer Behavior in Service Marketing

• Customer expectations and perceptions
• The service quality gap model (SERVQUAL)
• Strategies for managing customer expectations

Day 2: Creating and Delivering Value in Services

Session 4: Service Design and Development

• Service blueprinting
• Co-creation of value with customers
• Design thinking principles in service innovation

Session 5: Pricing Strategies for Services

• Factors influencing service pricing
• Pricing models for services (e.g., value-based pricing, cost-plus pricing)
• Pricing tactics and strategies

Session 6: Distribution and Channels for Services

• Selecting distribution channels for services
• Managing service delivery channels (online, offline, hybrid)
• Challenges and opportunities in service distribution

Day 3: Promoting and Managing Services

Session 7: Service Promotion and Communication

• Integrated marketing communications for services
• Promotional strategies and tools (advertising, social media, content marketing)
• Word-of-mouth and reputation management

Session 8: Managing People and Processes

• Role of employees (frontline and back-office) in service delivery
• Employee training and empowerment
• Service process optimization and continuous improvement

Session 9: Measuring and Improving Service Quality

• Key performance indicators (KPIs) for service quality
• Feedback and complaint handling
• Service recovery strategies