Certified Services Marketing Manager

Introduction to Services Marketing

• Service Basics and Differences with Goods
• Service Characteristics
• Growth and Career Opportunities

Marketing Management

• Marketing Basics
• The Value Proposition
• Marketing Philosophies and Challenges
• Marketing Planning and Tasks

The Marketing Environment

• Micro and Macro Environment
• Indian Industrial Policy of 1991

Services Sector Enterprise

• Operational Characteristics
• Service Tax

Consumer Behavior

• Indian Consumer Basics
• Consumers Expectations and Psychological Factors
• The Purchase Decision Process

MIS and Market Research

• MIS Basics and Role
• Marketing Research Methods
• Online Marketing Research

Services Strategy

• Strategic Planning Process
• Market-oriented Strategy
• Corporate Strategy and Social Responsibility

Market Segmentation

• Segmenting Consumers
• Segmentation Criteria
• Segmentation Customization and Stages

Addressing the Competition

• Competition Types
• Competition Analysis
• Competition Strategies

Demand Management

• Demand Patterns
• Demand Forecasting
• Demand Management

The Service Package

• Customer Value Hierarchy
• Success Factors

Service Branding

• Service Branding Basics and Benefits
• Brand Equity and Positioning

Physical Evidence

• Visual Merchandising

Pricing

• Influencing Attributes
• Pricing Approach and Strategies

Distribution

• Service Distribution
• e- Retailing

Internal Marketing

• Internal Marketing Objectives and Strategies
• Employee Development
• Internal Marketing Challenges

External Marketing

• External marketing Need and Basics
• Communication Campaign
• Success Factors

Interactive Marketing

• Customer Interaction and Roles
• Service Interaction Process
• Enhancing Customer Participation

Service Quality Management

• Service Quality and Determinants
• Services Quality Process and Audit
• Service Excellence

Service Failures and Recovery

• Customer Grievances
• Complaint Management
• Service Recovery
• Measuring Satisfaction
• Customer Relationship Management
• CRM Basics and Benefits
• CRM organization and Interaction
• e-CRM

International Marketing

• International Market
• Trade Barriers and WTO
• International Marketing Programme

Consumer Protection in Services

• Consumer Expectations and Concerns
• Consumer Protection Act and NCDRC
• Service Disruption
• RTI

Case Studies

• Banking Services
• Transport Services
• Hospital Services
• Educational Services
• Tourism Services