The service sector is growing very rapidly all over the world and gaining importance due to its huge contribution to GDP of any country. However, the tools used to market goods may not be very useful in case of services due to their unique nature. They require more than traditional four Ps of marketing which is generally considered enough in the case of goods/manufacturing products. Thus, it becomes critical for a business student to learn how to create and deliver services successfully in this time of fierce competition and make customers of his/her company delighted. In this perspective, the objective of this course is to acquaint the students with the core concepts and tools of marketing that are applicable in the context of services.
Upon successful completion of this class, you are expected to:
1) Understand the application of services marketing concepts;
2) Develop skills in marketing analysis, decision and strategy formulation;
3) Test your skills in communicating analysis, conclusions, and recommendations.