Service Management

Integrated Branding and Pricing Strategies

Learn how to align branding with pricing strategies to maximize value and customer appeal.

Integrated Branding and Pricing Strategies
Track Service Management
Duration 30 hours
Skill Level Beginner
Language English

About this Course

Learn how to align branding with pricing strategies to maximize value and customer appeal.
Learning Mode: Learn at ALC or at Home

Detailed Course Curriculum

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

  • Coordination in Marketing Communication and Challenges
  • What Makes a Product or a Service Appealing
  • Service Marketing Triangle
  • Customer and Call Centre Executive
  • Introduction
  • Integrated Marketing Communications - 1
  • Integrated Marketing Communications - 2
  • Service Intangibility
  • Management of Service Promises
  • Management of Customer Expectations
  • Customer Education
  • Internal Marketing Communication
  • Intangible Services
  • Intangible Services Definition
  • Strategies for Addressing Service Intangibility Strategy
  • Strategy - 05
  • Present Vivid Information
  • Interactive imagery - definition
  • Make Intangible Services into Tangible Forms
  • Use Brand Icons to Make the Service Tangible
  • Use Association, Physical Representation, Documentation and Visualization
  • Use Viral Marketing or Buzz Marketing
  • Leverage social media
  • Create Advertising That Generates Talk
  • Create a Strong Service Brand
  • Coordinating External Communication
  • Apple Case Study
  • Manage Customer Expectation
  • Managing Customer Education
  • Innovation of Google
  • Managing Internal Marketing Communication
  • Guess the Price
  • How to price Services
  • How prices Affect Consumer Perspective
  • Expectations of a Customer
  • Difficulty in Determining Service Prices
  • Pricing Strategies in Service Businesses
  • Non-monetary Costs
  • Cost and Competition Based Pricing
  • Competition-Based Pricing
  • Guidelines for Fixing Pricing
  • Planning for a Technical Assessment of Capacity
  • The pricing consideration
  • Cost and Competition-based Pricing
  • Pricing for Rate of Return
  • Marginal Cost Pricing
  • Administered Pricing
  • Competitive Pricing Example
  • Competitive Pricing
  • Going Rate Pricing
  • Penetration Pricing Strategy
  • What is Pricing?
  • Customer Knowledge of Service Prices
  • The Role of Non-Monetary Costs
  • Price as an Indicator of Service Quality
  • Approaches to Pricing Services
  • Cost Based Pricing
  • Competition Based Pricing
  • Identify the Competitors
  • Research Pricing and Positioning Strategies
  • Averaging the Pricing of all Competitors
  • Choose a Higher, Lower, or Matched Price
  • Demand based Pricing
  • Pricing For Customers - Perceived Value
  • Brand Value
  • Acquisition Value
  • Transaction Value
  • Measuring Perceived Value
  • Drivers for Customer Value
  • Pyramid of Situational Variables
  • Pricing Strategy
  • Customer Perceived Value – Based on Emotional Connect
  • Perceived Customer Pricing Part 2
  • Elements That Shape Perception In Pricing
  • Odd Pricing
  • Synchro Pricing
  • Differentials as Incentives
  • Skimming Strategy
  • Geographic Pricing Strategy
  • Captive Pricing Strategy
  • Pricing for all-Value and Quality-based Customer Perception
  • Value and Quality
  • Quality and Reference
  • Long-Term Benefit
  • Market Research Survey
  • How Value Based Pricing Defrost form a Cost Based Approach
  • Value and Quality-based Customer Perception
  • Value is everything I want in a service
  • Value is the quality I get for the price I pay
  • Prestige Pricing
  • Skimming Pricing
  • Value Pricing
  • Market Segmentation Pricing
  • Pricing Methods
  • Primary Drivers of Customer Estimations of Value
  • Manager Skit
  • Price Framing
  • Price Bundling
  • Complementary Pricing
  • Results-based Pricing
  • Buying Decision
  • Determinants of Customer Perceived Value
  • Cost Determinants
  • Ethics in Pricing Decisions
  • Ethical Principles of Pricing
  • Marketing Communication
  • Integrated Marketing Communication
  • Case Study - Flipkart
  • Case Study - International brands Emirates
  • Case Study - International Brands Taco Bell
  • Barriers and Tools of IMC
  • Practical Rules of IMC
  • Case Studies - Campaigns for Indian Audiences
  • Case Studies - Campaigns for International Audiences
  • Case Studies - Ads Through the Ages
  • Case Studies - Campaigns Using Traditional and Contemporary Methods
  • Creating an Integrated Marketing Strategy
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: 30 hours
  • Track: Service Management
  • Skill Level: Beginner
  • Language: English
  • Mode: Learn at ALC or at Home
  • Certificate: Official MKCL
Key Course Highlights:
  • Paraphrase the need for effective coordination in marketing communication and the difficulties it presents.
  • Review the effects of commitments made to customers with their anticipated service experience.
  • Illustrate the idea of intangibility and transforming services that are intangible into tangible manifestations.
  • Interpret Overseeing external communication to effectively handle customer expectations.
  • Illustrate the methods of educating the customers about services.
  • Examine the approaches for determining the cost of services and the obstacles associated with this process.
  • Interpret guidelines for determining prices based on costs and competition, along with instructions for setting price points.
  • Diagnose various pricing approaches and their functions in setting prices for services.
  • Interpret the pricing that takes into account both perceived value and customer perception of quality.
  • Paraphs the Factors influencing customers perceived value and the advantages of understanding these determinants.
  • 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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