Services Marketing : Integrating People, Technology, Strategy

By Prof. Zillur Rahman   |   IIT Roorkee
Learners enrolled: 1039
The size of the service sector is increasing in virtually all countries around the world. This course is designed in response to this global transformation of our economies towards services. This course provides a comprehensive review and analysis of service marketing issues, practices, and strategies. Through this course we will learn how service businesses should be managed to achieve customer satisfaction. In addition to studying key concepts, organizing frameworks, and tools of service marketing, you’ll also be introduced to a wide array of organizations from around the world especially India. From their experiences, you can draw important lessons on how to succeed in increasingly competitive service markets. Learning about the distinctive characteristic of services and how they affect both consumer behavior and marketing strategy will give you important insights- and perhaps create a competitive advantage for your own career. . 

INTENDED AUDIENCE : MBA, MIB, MCom. with Marketing Specialization

PREREQUISITES : Marketing Graduate

Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate
Start Date : 22 Aug 2022
End Date : 14 Oct 2022
Enrollment Ends : 22 Aug 2022
Exam Date : 29 Oct 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 : New Perspectives on Marketing in the Service Economy, Consumer Behavior in the Service Context
Week 2 : Consumer Behavior in the Service Context (Contd.),Positioning Services in Competitive Markets, Developing 
Service Products
Week 3 : Developing Service Products (Contd.),Global Marketing of Services, Distributing Services through Physical and 
Electronic Channels, Setting Prices and Implementing Revenue Management (Contd.)
Week 4 : Setting Prices and Implementing Revenue Management, Promoting Services and Educating Customers, 
Designing and Managing Service Processes (Contd.)
Week 5 : Designing and Managing Service Processes (Contd.),Balancing Demand and Productive Capacity, Crafting Service Environment
Week 6 : Managing People for Service Advantage, Managing Relationships and Building Loyalty
Week 7 : Managing Relationships and Building Loyalty (Contd.), Complaint Handling and Service Recovery, Improving Service Quality and Productivity
Week 8 : Improving Service Quality and Productivity (Contd.), Striving for Service Leadership, Creating the Seamless Service Firms

Books and references

  1. Services Marketing by Lovelock,Writ, Chatterjee, Pearson Publication
  2. Services Marketing by Zeithaml, Bitner, Gremler, and Pandit, Tata McGraw Hill Publication
  3. Services Marketing by Hoffman, Bateson, Thomson Publication

Instructor bio

Prof. Zillur Rahman

IIT Roorkee
Dr. Zillur Rahman is Professor at the Department of Management Studies, Indian Institute of Technology, Roorkee. He received his B.Sc. (Hon.) Mathematics, MBA and Ph.D. from Aligarh Muslim University, India. Dr. Rahman has more than 20 years of experience in academia. He has delivered research talk in many countries including USA, Switzerland, Germany, France, Italy and Turkey. He has published research papers in reputed international papers including the Journal of Service Marketing, International Journal of Contemporary Hospitality Management, Journal of Cleaner Production, Telematics and Informatics, among others. Prof. Rahman is recipient of Highly Commended Paper in Emerald Literati Network Awards for Excellence, 2016. Prof. Rahman is also the recipient of Commendable Faculty Award in the domain Business, Management and Accounting, 2018.

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: 29 October 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 6 assignments out of the total 8 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 Roorkee. 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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