Lecture 1 - Introduction
Lecture 2 - Why Study Services Marketing Management?
Lecture 3 - The Service System
Lecture 4 - Characteristics of Services
Lecture 5 - Understanding the Macro-Environment - I
Lecture 6 - Understanding the Macro-Environment - II
Lecture 7 - Understanding the Macro-Environment - III and Understanding the Micro-Environment - I
Lecture 8 - Understanding the Micro-Environment - II
Lecture 9 - Services Marketing Process
Lecture 10 - Exploring Marketing Oppurtunities - I
Lecture 11 - Exploring Marketing Oppurtunities - II
Lecture 12 - Segmenting the Market, Targeting and Positioning
Lecture 13 - Services Marketing Research
Lecture 14 - Understanding Consumer Behaviour
Lecture 15 - New Service Development
Lecture 16 - The Service Product
Lecture 17 - Service Quality - I
Lecture 18 - Service Quality - II
Lecture 19 - Designing the Service Process - I
Lecture 20 - Designing the Service Process - II
Lecture 21 - Developing Service Personnel
Lecture 22 - Educating Customers
Lecture 23 - Managing Service Delivery Channels
Lecture 24 - Managing Channel Conflict
Lecture 25 - Managing Demand and Capacity - I
Lecture 26 - Managing Demand and Capacity - II
Lecture 27 - Designing the Physical Evidence
Lecture 28 - Managing Integrated Marketing Communications - I
Lecture 29 - Managing Integrated Marketing Communications - II
Lecture 30 - Pricing the Service
Lecture 31 - Managing Customers
Lecture 32 - Managing Service Recovery
Lecture 33 - Providing Service Guarantees
Lecture 34 - Consumer Protection
Lecture 35 - Case Study - I
Lecture 36 - Case Study - II
Lecture 37 - Case Study - III
Lecture 38 - Case Study - IV
Lecture 39 - Case Study - V
