Service Management

Customer-Centric Marketing

Design marketing campaigns that focus on customer needs and experience.

Customer-Centric Marketing
Track Service Management
Duration 60 hours
Skill Level Intermediate
Language English

About this Course

Design marketing campaigns that focus on customer needs and experience.
Learning Mode: Learn at ALC or at Home

Detailed Course Curriculum

Hands-on module breakdown aligned with MKCL production standards and industry requirements.

Eligibility Criteria
• Basic knowledge of computers and keen desire to build skills in this field.
• Open to students, job seekers, and working professionals.
Official Certification
• Official MKCL KLiC Certificate upon successful completion of the course and evaluations.
Work-Centric Learning Approach
• Step 1: Learners are given an overview of the course and its connection to life and work
• Step 2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Step 3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Step 4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
• Step 5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
• Step 6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
• Step 7: Learners are engaged in appreciation of real-life case studies developed by the experts.
• Step 8: Learners are encouraged to proceed from appreciation to imitation of the experts.
• Step 9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Step 10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
• Step 11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
• Step 12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!

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Course Overview
  • Duration: 60 hours
  • Track: Service Management
  • Skill Level: Intermediate
  • Language: English
  • Mode: Learn at ALC or at Home
  • Certificate: Official MKCL
Key Course Highlights:
  • Interpret the notion of service expectations and the way they are perceived in the contemporary world.
  • Paraphrase the elements that impact the level of service expected and considered acceptable, as well as the range within which variations in service quality are tolerated.
  • Illustrate the origins and significance of word-of-mouth communication in contemporary society.
  • Discover the correlation between Customer Delight and Customer Loyalty and their effect in improving service expectations.
  • Review ways to raise customer service standards and their impacts on service expectations.
  • Inspect the significance, interpretation, and elements that shape how customers perceive things.
  • Interpret the decision-making process and marketing forecasting influenced by the behaviour of customers.
  • Diagnose the customer encounters and the variables impacting the overall customer journey.
  • Illustrate the different kinds of encounters with customers and the appropriate and inappropriate actions to take in response to their needs and demands.
  • Illustrate the idea of customer satisfaction and the various metrics employed to assess it.
  • meaning of service quality and different methods used to measure them.
  • Inspect the Customer expectations and the elements required for market research to understand customers
  • Compare the different components of successful service marketing research
  • Illustrate the significance of the SERVQUAL survey, its approach and its ability to help comprehend how customers perceive a service.
  • Examine the findings of customer research program and analyse with precision to obtain favourable output.
  • Paraphrase the importance of assessing customer experience and the techniques for its measurement in shaping performance metrics.
  • Compare the various strategies involved in relationship development and the value it gives in customer satisfaction.
  • Interpret the idea of Customer Relationship Management (CRM) and its significance in upholding customer relationships.
  • Summarize the various phases involved in developing customer relationships and outline effective tactics for establishing enduring connections with customers to retain them.
  • Discover the implementation of diverse service recovery strategies that aims to address service failures and enhance customer experience.
  • Interpret the idea of service guarantee, along with its associated approaches and advantages
  • Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
  • Develop project management skills to efficiently plan and execute projects
  • make judgement and take decision, based on the analysis and evaluation of information and work scenario
  • Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources
  • Pursue self-paced and self-directed learning
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