Uploaded by Muhammad Khalil

Strategic Services Marketing

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Course Content
Why study services?
Four broad categories of services—a process perspective
Services and marketing challenges
The 7 p’s of services marketing
 Consumer behavior and services
 The Three-Stage Model of Service Consumption
 Prepurchase Stage, Service Encounter Stage, Post encounter stage
 Positioning Services Effectively
 Achieve Competitive Advantage Through Focus and Segmentation
Positioning Distinguishes a Brand from Its Competitors, Developing an
Effective Positioning Strategy, Using Positioning Maps to Plot
Competitive Strategy, Changing Competitive Positioning
Planning and Creating Service Products, The Flower of Service, Branding
Service Products and Experiences, New Service Development
Distribution in a Services Context, Distribution Options for Serving
Customers: Determining, the Type of Contact,
Place and Time Decisions
Delivering Services in Cyberspace, The Role of Intermediaries,
The Challenge of Distribution in Large, Domestic Markets, Distributing
Services Internationally
Tasweeq (ch. 9) of Islamic Tariqa e Tijarat
Tasweeq (ch. 9) of Islamic Tariqa e Tijarat
Islamic Ethics and Implications for Business
Islamic Ethics and Implications for Business
Islamic Perspectives on Marketing
International Marketing Ethics from an Islamic Perspective: A ValueMaximization Approach
Mid term examination
Effective Pricing Is Central to Financial Success, Pricing Strategy Stands
on Three Foundations, Revenue Management: What It Is and How It
Ethical Concerns in Service Pricing, Putting Service Pricing into Practice
The Role of Marketing Communications, Challenges of Services
Communications, Marketing Communications Planning
The Marketing Communications Mix, The Role of Corporate Design,
Integrating Marketing Communications
Flowcharting Customer Service Processes, Blueprinting Services to Create
Valued Experiences and Productive Operations
Service Process Redesign, The Customer as Co-Producer, Self-Service
What Is the Purpose of Service Environments? The Theory Behind
Consumer Responses to Service Environments
Dimensions of the Service Environment, Putting It All Together
Service Employees Are Crucially Important, Frontline Work Is Difficult
and Stressful, Cycles of Failure, Mediocrity, and Success
Human Resources Management—How to Get It Right, Service Leadership
and Culture
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Case study
Case study
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Assessment Guide Lines:
50-59 D Grade (Un-Satisfactory), 60-69 C Grade (Satisfactory), 70-79 B Grade (Good), 80-100 A
Grade (Excellent)
Assessment Criteria
Mid Term Examination:
Final Term Examination:
C P:
Recommended Text Book: Services Marketing: People, Technology, Strategy, 7e,
Christopher Lovelock and Jochen Wirtz
Recommended Journal: Journal of Services Marketing published by Emerald Publishing
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