Services Marketing

Master Service Excellence, Customer Experience & Service Business Strategy

What is Services Marketing?

Services Marketing is a specialized field focusing on service business strategies, customer experience management, service quality, and CRM in services. It addresses unique aspects of marketing intangible services, covering service design, service delivery, customer expectations, and service recovery strategies.

Programmes offered

• MBA — 2 Years
• PG Diploma — 1 Year
• Diploma — 4 Months
• Advanced Diploma — 8 Months

Core subjects

• PM 64 Consumer Behaviour
• PM 68 CRM in Service Industry
• PM 79 Fundamentals of Services Marketing
• PM 80 Services Marketing: Strategy & Case Studies

Careers

• Service Marketing Manager
• Customer Experience Manager
• Service Quality Manager
• Brand Manager (Services)
• Operations Manager
• Business Development Manager

Industries: Banking & Financial Services, Healthcare, Telecom, Consulting, Education, Professional Services. Typical range: ₹4 - 22 LPA+.

Questions

How is services marketing different from product marketing?

Services are intangible, inseparable, variable, and perishable. Services marketing addresses these unique characteristics with specialized strategies.

Which industries hire services marketing professionals?

All service industries - banking, healthcare, telecom, consulting, education, hospitality, and professional services need services marketing expertise.

Is this specialization relevant in the digital age?

Absolutely! With the service economy dominating and digital services growing, services marketing expertise is more valuable than ever.