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Fundamentals of Services Marketing
Fundamentals of Services Marketing: syllabus and study notes
10
units
22
topics
Unit 1
Introduction
Service foundations and classifications
Sector growth and challenges
Services marketing and mix
Unit 2
Market Segmentation, Targeting and Positioning for a Services Firm
Service segmentation
Service positioning
Unit 3
Customer Perceptions and Expectations of Services
Perceptions, satisfaction and quality gaps
Expectations and service encounters
Unit 4
Buyer Behaviour and Relationship Marketing
Buyer behavior and influences
Relationship marketing and customer value
Unit 5
ServiceProduct and Quality Management
Service products, life cycle and brands
Quality, service-profit chain and standards
Unit 6
PricingStrategies for Services
Pricing objectives and considerations
Service pricing approaches
Unit 7
Promotion Strategies for Services
Promotion and communication process
Promotion mix and selection
Integrated communication and ethics
Unit 8
Distribution Strategies for Services
Distribution foundations and strategies
Channel management and internet distribution
Unit 9
Emerging Services Sectors in Nepal
Healthcare, banking and insurance
Tourism, communications and hydropower
Unit 10
Project Work
Project requirement
Assignment and preparation