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Strategic Services Marketing

Prof. Kalpak Kulkarni · IIT Roorkee

Start with lecture 1 At NPTEL

Lectures

Week 1-Introduction to Services Marketing

  1. Lecture 01-Services and their Unique Characteristics Video
  2. Lecture 02 - Services in Modern Economy Video
  3. Lecture 03- Trends and Challenges in Services Marketing Video
  4. Lecture 04- Service Marketing Mix and Value Creation Video
  5. Lecture 05- Services Ecosystem and Stakeholder Analysis Video

Week 2- Customer experience management

  1. Lecture 06-Customer Journey Mapping and Touchpoint Analysis Video
  2. Lecture 07- Designing memorable customer experiences Video
  3. Lecture 08- Personalization and Customization in Services Video
  4. Lecture 09- Emotional and Sensory marketing in Services Video
  5. Lecture 10- Technology-enabled customer experiences Video

week 3- Service Innovation and Co-creation

  1. Lecture 11- Service Design Thinking and Design-driven Innovation Video
  2. Lecture 12- Open Innovation and Collaboration in Services Video
  3. Lecture 13- Crowdsourcing and customer involvement in service development Video
  4. Lecture 14- Managing Service Failures and Service Recovery Strategies Video
  5. Lecture 15- Leveraging Customer Feedback for Continuous Improvement Video

Week 4- Digital Transformation in Services

  1. Lecture 16- Digitalization of Services and Digital Service Platforms Video
  2. Lecture 17- Online Customer Engagement and Social Media Marketing Video
  3. Lecture 18- Mobile Marketing and Location-based Services Video
  4. Lecture 19- Artificial Intelligence and Chatbot Integration in Services Video
  5. Lecture 20- Blockchain and its application in service industries Video

Week 5- Service Analytics and Customer Insights

  1. Lecture 21- Data-driven Decision-making in Services Marketing Video
  2. Lecture 22- Customer Analytics and Segmentation Strategies Video
  3. Lecture 23- Predictive Analytics for Personalized Marketing Video
  4. Lecture 24- Sentiment Analysis and Social Listening in Services Video
  5. Lecture 25- Ethical Considerations in Handling Customer Data Video

Week 6- Service Branding and Reputation Management

  1. Lecture 26- Building a Strong Service Brand Identity Video
  2. Lecture 27- Brand Positioning and Differentiation Strategies Video
  3. Lecture 28- Online Brand Management and Reputation Monitoring Video
  4. Lecture 29- Managing Brand Extensions and Brand Partnerships Video
  5. Lecture 30- Internal Branding and Aligning Employees with the Brand Video

Week 7 - Managing Service Quality and Service Recovery

  1. Lecture 31- Measuring and Improving Service Quality Video
  2. Lecture 32- SERVQUAL and Other Service Quality Measurement Tools Video
  3. Lecture 33- Service Guarantees and Service-level Agreements Video
  4. Lecture 34- Service Recovery Strategies and Complaint Handling Video
  5. Lecture 35- Cultivating a Culture of Service Excellence Video

Week 8- Pricing and Revenue Management in Services

  1. Lecture 36- Pricing Strategies for Services and Value-based Pricing Video
  2. Lecture 37- Dynamic Pricing and Revenue Optimization Techniques Video
  3. Lecture 38- Bundling and Packaging Strategies in Service Pricing Video
  4. Lecture 39- Subscription Models and Revenue Diversification Video
  5. Lecture 40- Pricing Strategies for Freemium and Subscription-based Services Video

Week 9- Cross-cultural Issues in Services Marketing

  1. Lecture 41- Cultural Nuances and Their Impact on Service Marketing Video
  2. Lecture 42- Adapting Services for Different Cultural Contexts Video
  3. Lecture 43- Global Branding and Localization Strategies Video
  4. Lecture 44- Managing Diversity and Inclusivity in Service Delivery Video
  5. Lecture 45- Cross-cultural Communication and Customer Relationship Management Video

Week 10- Sustainability and Green Services

  1. Lecture 46- Sustainable practices and corporate social responsibility in services Video
  2. Lecture 47- Environmental consciousness and green marketing Video
  3. Lecture 48- Eco-friendly service design and operations Video
  4. Lecture 49- Ethical sourcing and responsible supply chain management Video
  5. Lecture 50- Consumer attitudes towards sustainable services Video

Week 11- Service Leadership and Employee Engagement

  1. Lecture 51- Developing service leadership skills Video
  2. Lecture 52- Motivating and empowering service employees Video
  3. Lecture 53- Service culture and service-oriented organizational behaviour Video
  4. Lecture 54- Training and development for service excellence Video
  5. Lecture 55- Managing service teams and fostering collaboration Video

Week 12- Emerging Trends in Services Marketing

  1. Lecture 56- Innovations in Service Delivery and Technology Video
  2. Lecture 57- Augmented Reality and Virtual Reality in Services Video
  3. Lecture 58- Internet of Things (IoT) in Service Ecosystem Video
  4. Lecture 59- Servitization and Product-Service Systems Video
  5. Lecture 60- Future Prospects and Challenges in Services Marketing Video

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Roorkee
Department
Management
Teacher
Prof. Kalpak Kulkarni
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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