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
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