Services Marketing: A Practical Approach

By Prof. Biplab Datta   |   IIT Kharagpur
Learners enrolled: 3051
This course will help students to learn the fundamentals of services marketing from a practical point of view. The course focusses on the needs of the customers, who are to be kept satisfied and delighted for a business to prosper. The course will help students understand services marketing from various perspectives and will also be useful if participants wish to establish a new service business of manage an existing one.

INTENDED AUDIENCE  : Interested students
Course Status : Completed
Course Type : Elective
Duration : 4 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 1
Level : Undergraduate/Postgraduate
Start Date : 24 Jan 2022
End Date : 18 Feb 2022
Enrollment Ends : 07 Feb 2022
Exam Date : 27 Mar 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction, Why Study Services Marketing Management?, The Service System, Characteristics of Services, Understanding the Macro-Environment
Week 2: Understanding the Micro-Environment, Services Marketing Process, Services Marketing Research, Exploring Marketing Opportunities, New Service Development, Segmenting the Market, Targeting and Positioning, Understanding Consumer Behaviour, The Service Product, Service Quality, Designing the Service Process
Week 3: Developing Service Personnel, Educating Customers, Managing Service Delivery Channels, Managing Channel Conflict, Managing Demand and Capacity, Designing the Physical Evidence, Managing Integrated Marketing Communications, Pricing the Service, Managing Customers, Managing Service Recovery, Providing Service Guarantees, Consumer Protection
Week 4: Case Studies in Services Marketing-1, Case Studies in Services Marketing-2, Case Studies in Services Marketing-3, Case Studies in Services Marketing-4, Case Studies in Services Marketing-5

Books and references


Instructor bio

Prof. Biplab Datta

IIT Kharagpur
Biplab Datta is an Associate Professor (Marketing) at Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, India. He holds a Ph.D. degree from Indian Institute of Technology Delhi, India. His research interests include Marketing Management, Service Quality Management and Customer Relationship Management. He was awarded a Silver Medal in Architecture by IIT Kharagpur in 1992 and earned ISO 9000 Lead Auditor Certificate from NBA, U.K. He has published a book entitled “Services Marketing: A Practical Approach”. He has published several papers in national and international journals.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 27 March 2022 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 3 assignments out of the total 4 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Kharagpur .It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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