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Module 1: Understanding Service Products

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Welcome friends, I am the Zillur Rahman, professor in the Department of Management Studies at IIT, Roorkee. This course is titled as Service Marketing: Integrating People, Technology, and Strategy. Students of MBA, MIB and M.Com with marketing specialization find it suitable for their career development. This course will also be useful for practicing managers working in the field of services marketing. This course draws significance from the fact the today services are dominating the world economy like never before. The service sector has become a significant contributor in this swiftly evolving global economy. According to a famous German economist, any major economy that is not competitive in services sector is not competitive internationally. Integrating People, Technology, and Strategy consumes all the more important services marketing context because people element is the vital aspect of service marketing and plays a key role in the success of service firm. It is probably harder to duplicate high performance human assets than any other corporate resource. Moreover, of the various forces influencing the service landscape, the development of IT and communication is perhaps the most important at this moment. 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 for competing in the market peers. This course is broadly divided into five sections spread over forty modules of an hour each duration covering different aspects related to services marketing such as understanding service products: consumers and markets, applying the 4P’s of marketing to services, managing the customer interface, developing customer relationships and striving for service excellence . The assignment will be given every week for your understanding of the subject at the end of the course and examination will be conducted to those who are interested to get course participation certificate. The course is designed to serve as a practical resource aimed at helping your education and carrier enhancement. I have tried to keep the content precise and in simple language that is comprehend able to all. Practicing managers as well as students with carrier interests in service industries or even industries for goods with high service components like industrial products will appreciate the useful nature of this course. This will give you important insights and hopefully will create a competitive advantage for you in your respective carriers. Thank You.