NOC:Services Marketing: A Practical Approach


Lecture 1 - Introduction


Lecture 2 - Why Study Services Marketing Management?


Lecture 3 - The Service System


Lecture 4 - Characteristics of Services


Lecture 5 - Understanding the Macro-Environment - I


Lecture 6 - Understanding the Macro-Environment - II


Lecture 7 - Understanding the Macro-Environment - III and Understanding the Micro-Environment - I


Lecture 8 - Understanding the Micro-Environment - II


Lecture 9 - Services Marketing Process


Lecture 10 - Exploring Marketing Oppurtunities - I


Lecture 11 - Exploring Marketing Oppurtunities - II


Lecture 12 - Segmenting the Market, Targeting and Positioning


Lecture 13 - Services Marketing Research


Lecture 14 - Understanding Consumer Behaviour


Lecture 15 - New Service Development


Lecture 16 - The Service Product


Lecture 17 - Service Quality - I


Lecture 18 - Service Quality - II


Lecture 19 - Designing the Service Process - I


Lecture 20 - Designing the Service Process - II


Lecture 21 - Developing Service Personnel


Lecture 22 - Educating Customers


Lecture 23 - Managing Service Delivery Channels


Lecture 24 - Managing Channel Conflict


Lecture 25 - Managing Demand and Capacity - I


Lecture 26 - Managing Demand and Capacity - II


Lecture 27 - Designing the Physical Evidence


Lecture 28 - Managing Integrated Marketing Communications - I


Lecture 29 - Managing Integrated Marketing Communications - II


Lecture 30 - Pricing the Service


Lecture 31 - Managing Customers


Lecture 32 - Managing Service Recovery


Lecture 33 - Providing Service Guarantees


Lecture 34 - Consumer Protection


Lecture 35 - Case Study - I


Lecture 36 - Case Study - II


Lecture 37 - Case Study - III


Lecture 38 - Case Study - IV


Lecture 39 - Case Study - V