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Marketing of Services
Posted Date: 09 Apr 2008 Resource Type: News/Announcements Category: Short term courses
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Posted By: Bala Member Level: Diamond
Rating:  Points: 2
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INDIAN INSTITUTE OF MANAGEMENT CALCUTTA
Marketing of Services
Prof. Prashant Mishra
Date 4 December 2008 to 7 December 2008
Venue Tata Hall, IIMKC, Joka
In all economies around the world whether developing or developed, services now account for greater part of the GDP and employment. Services pervade the world around us, from banking and financial services to logistics, healthcare, transportation, hospitality, tourism and consulting, to name just a few. The Services Marketing Program is designed to appraise the participants about unique challenges inherent in the marketing of services and develop the knowledge and skills needed to address such challenges.
This hands-on program emphasizes the management of new and existing services for growth and profitability. It also focuses on ‘cutting edge’ issues concerning electronic marketing, brand equity and services marketing. The Program faculty will focus on the synergy between in-field practice and in-class learning.
PROGRAM FOCUS
• Services Marketing: An Overview
• Services Vs Goods
• Service Quality and Competitiveness
• Service Processes and Ambience
• Managing Demand By Managing Yield
• Customer Relationship Management and Service Profitability
• Service Recovery and Complaint Handling
• Service Personnel and Service Productivity
• India Specific Service Marketing Constraints
WHO SHOULD ATTEND
This program will be of great interest to you if you are a Middle Level Executive handling Marketing / Sales / Operations, Customer Relations or Marketing Analyst whose principal responsibilities lie in generating demand, revenues, and profits from new and existing services and offerings in service industry or service aspect of manufacturing industry.
BENEFITS OF ATTENDANCE
You will enhance your ability to:
• Understand Services Domain
• Understand Aspects of Service Quality
• Perform Service Process Design and Development
• Exploit the Value-Satisfaction-Loyalty-Retention-Profitability Chain
• Develop Effective Service Recovery Mechanisms
• Analyze Service Resource Productivity
PEDAGOGY
The Programme will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations by industry experts.
PROGRAM DIRECTOR
Dr. Prashant Mishra is a Doctorate in Management and M.B.A. from Devi Ahilya University, Indore. He has worked with PIMR, Indore; Nirma Institute of Management, Ahmedabad and Narsee Monjee Institute of Management Studies, Mumbai before joining IIM Calcutta. He has to his credit more than 50 research papers, popular articles and case studies in the area of Marketing management, consumer psychology, brand management and behavioural processes in organisations in the journals and periodicals of repute. He has also co-edited / authored three books and a psychological test manual. Recipient of the Association of Management Schools (AIMS) Best Case Writing Award for the year 1999, Prof. Prashant is actively associated with several professional organisations in various capacities. Dr. Prashant’s recent training / consulting assignments are with various organisations including Vodafone, Bharat Petroleum Corporation Limited; Bank of India; United Bank of India; State Bank of India; Indian Oil Corporation; Cognizant Technology Solutions; AMUL; Johnson and Johnson to name a few.
Besides the program director, IIMC Faculty and Experts with Rich experience in Marketing Practice will also be included as facilitators during the program.
For further details of the programme, Prof. Prashant may be contacted at prashant@iimcal.ac.in
Venue :
Tata Hall
Indian Institute of Management Calcutta
Joka, Diamond Harbour Road
Kolkata 700104
Arrival/Departure
For the participants, accommodation is arranged from the evening of the day before the programme. Participants are requested to report at the Reception Desk of Tata Hall latest by 9.00 a.m. on the first day of the Programme. Reception of Tata Hall is manned round the clock.
The Programmes are expected to be over by 2. 00 p.m. on the last day of the Programme. The participants are requested/expected to make their travel plan accordingly.
Programme Fees: Rs. 30,000/- (Rupees thirty thousand only)
Programme fees are to be paid by Demand Draft/Cheque payable at any Bank in Kolkata. The DD/Ch. should be made in favour of “Indian Institute of Management Calcutta” and sent to the below mentioned address at least three weeks prior to the commencement of any MDP.
The Manager, CMDP
Indian Institute of Management Calcutta
Joka, Diamond Harbour Road
P.O. Joka
Kolkata - 700 104.
Phone : 033-2467 8300-04
For more details, visit http://www.iimcal.ac.in
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