Course curriculum

  • 1

    Chapter 1 (Service Concepts) - Prof Bikash Mandal

    • 1.Characteristics of services
    • 2.Why Extended P's in Service marketing
    • 3.Service experience
  • 2

    Chapter 2 (Service strategy planning) - Prof Bikash Mandal

    • 1.Positioning strategy for services
    • 2.Service marketing strategy & service triangle concept
    • 3.Service triangle concept
  • 3

    Chapter 4 (Service Marketing Pricing and Communications) - Prof Bikash Mandal

    • 1.Approaches to pricing of services
    • 2.Approaches to pricing of services
    • 3.Elements of Promotional mix of services
  • 4

    Chapter 5 (Designing and Managing Service Demand and Capacity) - Prof Bikash Mandal

    • 1.Blueprinting in services
    • 2.Designing and Managing Service Demand and Capacity