Certified Services Marketing Manager

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Course Content

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Introduction to Services Marketing 3 Topics

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Service Basics and Differences with Goods

Service Characteristics

Growth and Career Opportunities

Marketing Management 4 Topics

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Marketing Basics

The Value Proposition

Marketing Philosophies and Challenges

Marketing Planning and Tasks

The Marketing Environment 2 Topics

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Micro and Macro Environment

Indian Industrial Policy of 1991

Services Sector Enterprise 2 Topics

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Operational Characteristics

Service Tax

Consumer Behaviour 3 Topics

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Indian Consumer Basics

Consumers Expectations and Psychological Factors

The Purchase Decision Process

MIS and Market Research 3 Topics

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MIS Basics and Role

Marketing Research Methods

Online Marketing Research

Services Strategy 3 Topics

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Strategic Planning Process

Market Oriented Strategy

Corporate Strategy and Social Responsibility

Market Segmentation 4 Topics

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Segmenting Consumers

Segmentation Criteria

Segment Customization

Segmentation Stages

Addressing the Competition 3 Topics

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Competition Types

Competition Analysis

Competition Strategies

Demand Management 3 Topics

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Demand Patterns

Demand Forecasting

Demand Management

The Service Package 2 Topics

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Customer Value Hierarchy

Success Factors

Service Branding 2 Topics

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Service Branding Basics and Benefits

Brand Equity and Positioning

Visual Merchandising 2 Topics

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Physical Evidence

Visual Merchandising

Pricing 2 Topics

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Influencing Attributes

Pricing Approach and Strategies

Distribution 2 Topics

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Service Distribution

E Retailing

Internal Marketing 3 Topics

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Internal Marketing Objectives and Strategies

Employee Development

Internal Marketing Challenges

External Marketing 3 Topics

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External Marketing Need and Basics

Communication Campaign

Success Factors

Interactive Marketing 3 Topics

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Customer Interaction and Roles

Service Interaction Process

Enhancing Customer Participation

Service Quality Management 3 Topics

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Service Quality and Determinants

Services Quality Process and Audit

Service Excellence

Service Failure 4 Topics

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Customer Grievances

Complaint Management

Service Recovery

Measuring Satisfaction

Customer Relationship Management 3 Topics

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CRM Basics and Benefits

CRM organization and Interaction

e-CRM

International Marketing 3 Topics

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International Market

Trade Barriers and WTO

International Marketing Programme

Consumer Protection in Services 4 Topics

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Consumer Expectations and Concerns

Consumer Protection Act and NCDRC

Service Disruption

RTI

Case Studies 5 Topics

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