NPTEL : NOC:Services Marketing: A Practical Approach (Management)

Co-ordinators : Dr. Biplab Datta


Lecture 1 - Introduction

Lecture 2 - Why Study Services Marketing Management?

Lecture 3 - The Service System

Lecture 4 - Characteristics of Services

Lecture 5 - Understanding the Macro-Environment - I

Lecture 6 - Understanding the Macro-Environment - II

Lecture 7 - Understanding the Macro-Environment - III and Understanding the Micro-Environment - I

Lecture 8 - Understanding the Micro-Environment - II

Lecture 9 - Services Marketing Process

Lecture 10 - Exploring Marketing Oppurtunities - I

Lecture 11 - Exploring Marketing Oppurtunities - II

Lecture 12 - Segmenting the Market, Targeting and Positioning

Lecture 13 - Services Marketing Research

Lecture 14 - Understanding Consumer Behaviour

Lecture 15 - New Service Development

Lecture 16 - The Service Product

Lecture 17 - Service Quality - I

Lecture 18 - Service Quality - II

Lecture 19 - Designing the Service Process - I

Lecture 20 - Designing the Service Process - II

Lecture 21 - Developing Service Personnel

Lecture 22 - Educating Customers

Lecture 23 - Managing Service Delivery Channels

Lecture 24 - Managing Channel Conflict

Lecture 25 - Managing Demand and Capacity - I

Lecture 26 - Managing Demand and Capacity - II

Lecture 27 - Designing the Physical Evidence

Lecture 28 - Managing Integrated Marketing Communications - I

Lecture 29 - Managing Integrated Marketing Communications - II

Lecture 30 - Pricing the Service

Lecture 31 - Managing Customers

Lecture 32 - Managing Service Recovery

Lecture 33 - Providing Service Guarantees

Lecture 34 - Consumer Protection

Lecture 35 - Case Study - I

Lecture 36 - Case Study - II

Lecture 37 - Case Study - III

Lecture 38 - Case Study - IV

Lecture 39 - Case Study - V