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Course11010507842 lectures

Services Marketing: A Practical Approach

Prof. Biplab Datta · IIT Kharagpur

Start with lecture 1 At NPTEL

Lectures

Week 1

  1. Lecture 1: Introduction Video
  2. Lecture 2: Why Study Services Marketing Management? Video
  3. Lecture 3:The Service System Video
  4. Lecture 4: Characteristics of Services Video
  5. Lecture 5: Understanding the Macro-Environment - I Video
  6. Lecture 6: Understanding the Macro-Environment - II Video
  7. Lecture 7: Understanding the Macro-Environment - III and Understanding the Micro-Environment - I Video

Week 2

  1. Lecture 8:Understanding the Micro-Environment - II Video
  2. Lecture 9: Services Marketing Process Video
  3. Lecture 10: Exploring Marketing Oppurtunities - I Video
  4. Lecture 11: Exploring Marketing Oppurtunities - II Video
  5. Lecture 12: Segmenting the Market, Targeting and Positioning Video
  6. Lecture 13: Services Marketing Research Video
  7. Lecture 14: Understanding Consumer Behaviour Video
  8. Lecture 15: New Service Development Video
  9. Lecture 16: The Service Product Video
  10. Lecture 17: Service Quality - I Video
  11. Lecture 18: Service Quality - II Video
  12. Lecture 19: Video
  13. Lecture 20: Designing the Service Process - II Video

Week 3

  1. Lecture 21: Developing Service Personnel Video
  2. Lecture 22: Educating Customers Video
  3. Lecture 23: Managing Service Delivery Channels Video
  4. Lecture 24: Managing Channel Conflict Video
  5. Lecture 25: Managing Demand and Capacity - I Video
  6. Lecture 26: Managing Demand and Capacity - II Video
  7. Lecture 27: Designing the Physical Evidence Video
  8. Lecture 28: Managing Integrated Marketing Communications - I Video
  9. Lecture 29: Managing Integrated Marketing Communications - II Video
  10. Lecture 30: Pricing the Service Video
  11. Lecture 31: Managing Customers Video
  12. Lecture 32: Managing Service Recovery Video
  13. Lecture 33: Providing Service Guarantees Video
  14. Lecture 34: Consumer Protection Video

Week 4

  1. Lecture 35: Case Study - I Video
  2. Lecture 36 : Case Study - II Video
  3. Lecture 37: Case Study - III Video
  4. Lecture 38: Case Study - IV Video
  5. Lecture 39 : Case Study - V Video

Live Session

  1. Live Session 26-02-2020 Video
  2. Live Session 02-11-2022 Video
  3. Live Session 13-02-2025 Video

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Kharagpur
Department
Management
Teacher
Prof. Biplab Datta
Level
Undergraduate
Language
English
Subjects
Business and management
Source
NPTEL
Licence
CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
Attribution
NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
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