Services Marketing : Integrating People, Technology, Strategy


Prof. Zillur Rahman

IIT Roorkee

*Additional GST and optional Exam fee are applicable.

SKU: IIT Roorkee Category:


The size of the service sector is increasing in virtually all countries around the world. This course is designed 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. Through this course we will learn how service businesses should be managed to achieve customer satisfaction. In addition to studying key concepts, organizing frameworks, and tools of service marketing, you’ll also be introduced to a wide array of organizations from around the world especially India. From their experiences, you can draw important lessons on how to succeed in increasingly competitive service markets. Learning about the distinctive characteristic of services and how they affect both consumer behavior and marketing strategy will give you important insights- and perhaps create a competitive advantage for your own career.


MBA, MIB, MCom. with Marketing Specialization


Marketing Graduate


Dr. Zillur Rahman is Professor at the Department of Management Studies, Indian Institute of Technology, Roorkee. He received his B.Sc. (Hon.) Mathematics, MBA and Ph.D. from Aligarh Muslim University, India. Dr. Rahman has more than 20 years of experience in academia. He has delivered research talk in many countries including USA, Switzerland, Germany, France, Italy and Turkey. He has published research papers in reputed international papers including the Journal of Service Marketing, International Journal of Contemporary Hospitality Management, Journal of Cleaner Production, Telematics and Informatics, among others. Prof. Rahman is recipient of Highly Commended Paper in Emerald Literati Network Awards for Excellence, 2016. Prof. Rahman is also the recipient of Commendable Faculty Award in the domain Business, Management and Accounting, 2018.

Certification Process

1. Join the course
Learners may pay the applicable fees and enrol to a course on offer in the portal and get access to all of its contents including assignments. Validity of enrolment, which includes access to the videos and other learning material and attempting the assignments, will be mentioned on the course. Learner has to complete the assignments and get the minimum required marks to be eligible for the certification exam within this period.

COURSE ENROLMENT FEE: The Fee for Enrolment is Rs. 2000 + GST

2. Watch Videos+Submit Assignments
After enrolling, learners can watch lectures and learn and follow it up with attempting/answering the assignments given.

3. Get qualified to register for exams
A learner can earn a certificate in the self paced course only by appearing for the online remote proctored exam and to register for this, the learner should get minimum required marks in the assignments as given below:

Assignment score = Score more than 50% in at least 6/8 assignments.
Exam score = 50% of the proctored certification exam score out of 100
Only the e-certificate will be made available. Hard copies will not be dispatched.”

4. Register for exams
The certification exam is conducted online with remote proctoring. Once a learner has become eligible to register for the certification exam, they can choose a slot convenient to them from what is available and pay the exam fee. Schedule of available slot dates/timings for these remote-proctored online examinations will be published and made available to the learners.

EXAM FEE: The remote proctoring exam is optional for a fee of Rs.1500 + GST. An additional fee of Rs.1500 will apply for a non-standard time slot.

5. Results and Certification
After the exam, based on the certification criteria of the course, results will be declared and learners will be notified of the same. A link to download the e-certificate will be shared with learners who pass the certification exam.


Course Details

Week 1: New Perspectives on Marketing in the Service Economy, Consumer Behavior in the Service Context
Week 2: Consumer Behavior in the Service Context (Contd.), Positioning Services in Competitive Markets, Developing
Service Products
Week 3: Developing Service Products (Contd.), Global Marketing of Services, Distributing Services through Physical and
Electronic Channels, Setting Prices and Implementing Revenue Management (Contd.)
Week 4: Setting Prices and Implementing Revenue Management, Promoting Services and Educating Customers,
Designing and Managing Service Processes (Contd.)
Week 5: Designing and Managing Service Processes (Contd.), Balancing Demand and Productive Capacity, Crafting Service Environment
Week 6: Managing People for Service Advantage, Managing Relationships and Building Loyalty
Week 7: Managing Relationships and Building Loyalty (Contd.), Complaint Handling and Service Recovery, Improving Service Quality and Productivity
Week 8: Improving Service Quality and Productivity (Contd.), Striving for Service Leadership, Creating the Seamless Service Firms

Books and Reference

  1. Services Marketing by Lovelock,Writ, Chatterjee, Pearson Publication
  2. Services Marketing by Zeithaml, Bitner, Gremler, and Pandit, Tata McGraw Hill Publication
  3. Services Marketing by Hoffman, Bateson, Thomson Publication


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