Course curriculum
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1
Chapter 1 (Service Concepts) - Prof Bikash Mandal
- 1.Characteristics of services
- 2.Why Extended P's in Service marketing
- 3.Service experience
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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
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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
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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