BSS Business School

• Services Marketing I

• Services Marketing II

Services Marketing I : Understanding services, The nature of services marketing, Customer expectations and perceptions, Market segmentation and targeting, Positioning and differentiation of services, Managing demand and capacity, The marketing mix elements.

Services Marketing II : Relationship marketing, Internal marketing, Supplementary services, Developing and managing the customer-service function, Marketing planning for services, Service quality, Globalization of services, Marketing services – Specific industries/ sector, Tourism, travel and transportation, Banking, Insurance, Portfolio management, Mutual funds, Communication and information services marketing, Telecom, Courier, Broadcasting, Healthcare, Consultancy, Information technology, Advertising, Retailing, Marketing of education services, Charities marketing.