Track
Service Management
Duration
60 hours
Skill Level
Intermediate
Language
English
About this Course
Learn marketing techniques tailored for service-based businesses and customer retention.
Learning Mode: Learn at ALC or at Home
Detailed Course Curriculum
Hands-on module breakdown aligned with MKCL production standards and industry requirements.
- Marketing Management Today Introduction
- Changes in the Indian Markets
- What is Marketing Management?
- Marketing Management Continued
- Factors that Caused Innovations in Marketing
- The Global Financial Crisis
- Consumer Behaviour
- Competition
- Convergence of Technology
- Demographic Changes
- Marketing Orientation & its scope Introduction
- Relationship Marketing
- Market Driven Organisations
- Marketing as a Process
- Mission
- Situational Analysis
- Marketing Plan
- 4 P’s of Marketing
- Implementation and Control
- Netflix Case Study
- Introduction to Segmentation Introduction
- Segmentation and Targeting
- Need for Segmentation
- Demographic Bases
- Age Based Segmentation
- Gender Based Segmentation
- Income Based Segmentation
- Socio Economic Pyramid
- Family Structure and Size
- Segmentation on Varied Parameters Introduction
- Segmentation based on product usage
- Segmentation based on benefits
- Consumption
- Decision Criteria
- Customer Loyalty Based Segmentation
- Industrial Segmentation
- Matrix Process of Segmentation
- Understanding the Buyer Introduction
- Consumer categorization
- Zaltman ‘Traps’
- Buyer- An Enigma
- What does the consumer buy?
- Buyer Motivations
- Buyer Behaviour Introduction
- Definition- Consumer
- How to Study Consumer Behaviour
- Types of Consumer Behaviour
- Factors that Influence Buyer Behaviour
- Social Factors
- Personal Factors
- Psychological Factors
- New Emerging Lifestyles of the Urban Consumers
- Consumer Decision Making Introduction
- Customer Decision Making
- Market Value
- High Involvement Product
- Problem Identification/ Need Recognition
- Development of Decision Criteria
- Search for Alternatives
- Evaluation of Alternatives
- Decision
- Low Involvement Product
- Introduction to Marketing Mix Introduction
- 4Ps of Marketing
- Product
- Price
- Place
- Promotion
- 7 Ps of Marketing
- People
- Process
- Physical Evidence
- Marketing Mix – 4Cs
- Direct Marketing Introduction
- Types of Direct Marketing
- Effective use of Direct Marketing
- Promotional Mix
- Successful Communication of Promotional Mix
- Importance of Promotional Mix
- Steps Involved in Getting the Right Promotional Mix
- Introduction to Marketing Communication Introduction
- Marketing Communication
- Integrated Marketing Communication
- Communication Process
- Effective Marketing Communication
- Message Considerations
- Media Decisions
- Promotional Mix Introduction
- Measuring Effectiveness of Marketing Communication
- Promotional Mix
- Selection of Promotional Mix
- Integrated Marketing Communication and Planning
- Advertising
- Advertising Agencies
- Media Development in India
- Advertising Decisions Introduction
- Advertising Decisions
- Advertising Introduction
- What is Advertising?
- Advertising Goals
- Advertising Industry in India
- Institutional Framework in Advertising
- Advantages of Institutional Advertising
- Disadvantages of Institutional Advertising
- Role of Advertising Agencies
- Evaluating Advertising Effectiveness
- Importance of Evaluating Advertising Effectiveness
- Online Advertising
- Advertising, Sales Promotion and Public Relation Introduction
- Significance of Sales Promotion
- Objectives of Sales Promotion
- Steps in Sales Promotion
- Sales Promotion and Brand Image
- Definition: Public Relations
- Types of PR
- PR Examples
- Advantages & Disadvantages of Public Relations
- Importance of Public Relations
- Marketing Communication and Promotions Introduction
- Integrated Marketing Communications
- Benefits of IMC
- Barriers to IMC
- Definition: Communication Process
- AIDA Model
- IMC Planning Process Introduction
- Definition: Integrated Marketing Communication
- The IMC Process
- Integrated Marketing Communication Plan
- 6 Steps in the IMC Planning Process
- Components of IMC
- 10 Golden Rules of IMC
- The Great Indian Middle Class
- Characteristics of the Indian Middle Class
- Future Consumption Trends
- Preference of Products and Degree of Connectedness
- Internet of Things
- Future Market Trends
- Issues and Challenges of Marketing in India Introduction
- Rise in Expectations from Marketing
- Marketing Challenges
- 7 Functions of Marketing
- Marketing Research Process Introduction
- Market Research Process
- Problem Definition
- Research Objective
- Marketing Research Process Introduction
- Research Design
- Source of Data
- Data Collection
- Data Analysis
- Report and Presentation
- Service and Services Marketing Introduction
- Definition of Service
- Types of Processing Services
- Types of Contact Services
- Reasons Behind the Growth of the Service Industry
- Definition of Intangibility of Services
- Comprehension Round
- Intangibility Spectrum
- Features of Services
- Why Focus on Services
- Definition of Service
- Comprehension Round
- Definition of Service Marketing
- Classification of Service Marketing
- Examples of Services
- Importance and Significance of Service Marketing
- Problems in Service Marketing
- Service Marketing Tringle
- Who uses Services Marketing?
- Using Services Marketing?
- Career in Service Marketing
- Service and Technology Introduction
- Importance of Payment Gateways
- Ways in which Service Technology Works
- Benefits of Technology Enabled Services - Capital Efficiency
- Flexibility and integration
- Technology Enabled Services
- Evolution of communication: Telephone
- Television Shopping Channels
- Age of Technology Services
- The Information Age
- Evolution from Personal Service to Automation & Self Service
- The rise in consumer data:
- Disadvantages of Technology Enabled Services - Loss of Jobs
- Phishing - Definition of Phishing
- Explanation of Product
- Definition of Service Characteristics
- Example of Service Interaction
- Old and New Perspective of Service
- Services and Marketing
- Goods vs Services
- Characteristics of Services
- Intangibility
- Heterogeneity
- Solutions to Overcome Challenges in Heterogeneity
- Inseparability
- Perishability: Definition and Challenges
- Services Marketing Mix
- Traditional Marketing Mix
- Product
- Example of Product Development
- Pricing
- Place
- Promotion
- Extended or Expanded Marketing Mix for Services
- Old and New Perspective of Marketing Mix
- Physical Evidence
- Process
- People
- The Seven Ps of Services Marketing
- Listening and Service Design Gaps Introduction
- Customer Gap
- Understanding customer needs: Amazon
- What is The Listening Gap
- Listening and Service Design Gaps Introduction: Air BnB
- Overcoming The Listening Gap
- Service Design and Standard Gap
- Management Perception of Customer Expectations
- Bridging the Listening Gap & Mystery Shopping
- The service performance gap Introduction
- Using Services Today
- Gaps in The Service Industry
- Example of service Gap
- Gaps in The Service Delivery
- Type of Gaps in service Delivery Process
- Definition of The Service Performance Gap
- Occurrence of The Service Delivery Gap
- Deficiency in Human Resources
- Role Ambiguity
- Customer Pyramid
- Factors that Affect Service Performance Gap
- Services in The Banking Sector: Now and Then
- Different distribution channel
- Service gap in train booking
- Service Offerings by Companies
- Definition of Customer Expectation
- Understanding The Gap Model of Service Quality
- Reducing The Service Performance Gap
- Definition of Role Ambiguity
- The Communication Gap
- Service Performance Gap: In the Wedding Industry
- Interactive Marketing
- Key Factors Leading to The Communication Gap
- Internal and External Communication
- Engagement
- Information on False Advertising
- Case Study on False Advertising
- 5 Gaps Service Quality Model
- Bridging The Communication gap: Cadbury
- Closing The Communication Gap: Strategies and Challenges
- Five Key Strategies to The Overcome Communication Gap
- Service Gaps Model: Closing All the Gaps
- Key Factors Leading to the Communication Gap
- The Emotional Gap
- Factors Affecting Profitability - Competition & Product Life Cycle
- Objective of Firms & Exchange Rate
- 10 Factors Affecting Restaurants Profits -1
- 10 Factors Affecting Restaurants Profits -2
- Definition of Service Profit Chain
- Links in the Service Profit Chain
- Key Elements of the Service Profit Chain
- Dream Team Cycle
- Digitization Leading to Profitability
- Definition of Offensive Marketing Strategy
- Offensive Marketings Strategies
- Definition of Market Share
- Example of Offensive Strategies
- Careers in Offensive Marketing
- Definition of Defensive Marketing
- Various Defensive Strategies
- Who employee defensive marketing
- Defensive marketing campaign is developed?
- Careers in Defensive Marketing
- Definition of Customer Experience
- Why is the customer experience so important
- Providing the Right Kind of Customer Experience
- How to Measure Customer Satisfaction
- Definition of Profitability
- NET PROFIT MARGIN – NPM
- Generalizations
- Customer Services - Dos
- Don’ts
- Don’ts
- Definition of Service Quality
- Why is the customer experience so important
- Levels of Customer Expectation
- customer experience
- measure customer satisfaction
- Customer Intentions
- Definition of Loyal Customer
- Factors of Service Quality
- Indian Railway Story
- Service Quality
- Definition of Service Quality
- Service Quality: Expectation vs Reality
- Determinants of Service Quality - Mystery shopping
- Key Drivers of Service Quality - Reliability
- Cloud Kitchen
- Performance Measures in Business
- Definition of Key Performance Indicators
- Drawbacks of Using Financial Progress Measures
- Examples of Non-Financial Business Measures
- Using Non-Performance Business Measures
- Ministry Definition Template
- The History of Distance Learning
- Education Technology
- The Technology Behind E-Learning
- Massive Open Online Courses
- The Indian Distance Learning Story
- Advertisement Segment
- Definition of Services
- Service Sector of the Indian Economy
- Classification of Services
- Consumer Service Marketing
- Industrial Service Marketing
- Classification on the Basis of Involvement
- Classification on the Basis of Service Tangibility
- Classification on the Basis of Skills and Expertise Required
- Classification on the Basis of the Business Orientation of the Service Provider
- Customer Service and Derived Service
Eligibility Criteria
• Basic knowledge of computers and keen desire to build skills in this field.
• Open to students, job seekers, and working professionals.
• 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!
• 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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