Customization of a course

1. Course Content : what is taught
   
2. Pedagogy : how it is taught
3. Teacher : By whom it is taught
   
4. Reference Material : before / during / after class
5. Text book used
   
6. Cases used
7. Assignments given to solve
   

STD EMP MARKETING COURSE APRIL 11

MARKETING COURSE IN PGEMP

MAJOR TOPICS AND ALLOCATION OF SESSIONS

1.      Making Profit through Customer Centricity              6          Sessions

2.      Practice Marketing by making a Marketing Plan                  4          Sessions

3.      Partnering to deliver consumer value                                    6          Sessions

4.      Being competitive                                                   4          Sessions

5.      Service Marketing                                                              4          Sessions

6.      Implementation issues in marketing                          2          Sessions

Theme 1 - Making Profit through Customer Centricity

Ø  Defining your customer and choosing profitable customers

Ø  Buyer behaviour in B2B and  B2C markets – DMU - across products, services, solutions and networks

Ø  Aligning assets, structures and processes to create “value” that the chosen customers want

Ø  Achieve revenue quality as well as customer satisfaction : CLTV, CRM, Branding, Loyalty  

Ø  Pricing mechanisms to capture a part of the value created

Ø  Managing customers at various VFM points : Value- Cost- Price Calculations

Ø  Managing customers for profit (Loyalty, Satisfaction and Customer relationship management, CLTV)

Ø  Managing all touch points – value derived by customers from these touch points

Ø  Customer retention & acquisition

Theme 2 – Practice Marketing by making a Marketing Plan

Ø  Sales plans, Promotion Plans, Communication Plans are parts but not the whole marketing plan

Ø  What is a complete marketing plan : Environment analysis, Choosing Customer, Focusing on them

Ø  Analysis of environment ( 5 Cs etc) as the very foundation of any good plan

Ø  STP as a pre-requisite step before developing marketing mix

Ø  Value Proposition and Go-To-Market strategy for each “market”

Ø  Marketing Programs : linking plan to actions

Theme 3: Partnering to deliver consumer value  

Ø  Want to be “close to customer”? You cannot do it alone – you need partners

Ø  Various “partners” in marketing : retailers, distributors, C&F agents, franchisees, value-added resellers, servicers

Ø  Sales funnel

Ø  Different tasks for different sales force

Ø  Personal selling

Ø  Organising the sales force structure

Ø  Personnel issues in selling-Compensation, motivation etc.

Ø  Managing the value network (distribution channels)

Ø  Looking at the supply chain to add value to customers

Theme 4 : Being competitive

Ø  Two continuous strategies : attack and defence : whom to attack and from whom to defend

Ø  Service as a way of keeping competition at bay

Ø  Branding as a way of keeping competition at bay

Ø  Being innovative as a way of keeping competition at bay

Ø  Investing in Employees to create a sustainable differential advantage against competition

Ø  Market-Driving instead of being Market-Driven

Ø  Customer focus VS Competition focus

Ø  New product development

Theme 5 : Service Marketing

Theme 6 : Implementation issues in marketing

1. h major tool needs to be taught using examples from all 12 “spaces” (1) B2C Products (2) B2C Services (3) B2C Solutions  marketing models focusing on products, services and solutions

Service Marketing Course Outline - April 2011

SERVICE ECONOMY : How Indian economy has grown in services, explanation of growth based on Maslow’s theory of needs, mfg depends on machines and services depends on people, how does service business evolve ?
 
EVOLUTION OF SERVICE PRODUCTS : sustainable evolution is either due to price increase (catering to more complex service tasks or catering to high end people or reducing the cost of transaction by using technology and low wage people ). New service products are dependent on better understanding what solutions people want ( courier service used existing structures and systems, comparative pricing websites), better ways of connecting people who need talent and who have talent (BPOs), making people more productive ( reducing downtime by automatic call distribution), by engaging customers in co-creation (CLI, computers, filling a salad bowl, DIY facility of ECG) , using unutilized talent clusters ( BPOs) .
 
YOU ARE NOT SELLING EITHER PRODUCTS OR SERVICES : Customers buy solutions whereas you may be selling products. Who then offers the services – someone who is local, who is expert, who can assemble the solution and provide pre-during-after service.  The continuum. From business perspective the key is how quickly can you scale up? Vehicle loan is not a service (although classified as service by economists) whereas a tailored jacket is largely a service because it cannot be scaled up quickly.
 
PARTNERING : How are services delivered – by independents or franchisees ? Criteria that come into picture … list of services provided by the trade
 
CONSUMER BEHAVIOR AND TYPING : What do the customer expect – concept of service product (design), service delivery (servequal), service process and servicescape. The 3 logics : technical, customer and employee. 


SETTING UP A SERVICE LOCATION : STP and 7S. 
 
COSTS AND PROFITS IN SERVICE BUSINESS : Link to satisfaction
 
DRIVING IMPROVEMENT THROUGH FIRST LEVEL SERVICE MANAGERS : Iceberg model. Short term symptomatic  approaches and long term strategic approaches. Using hot spots and touch points as tools for improvement. Normally what are the problems and the concept of “employee tools”.
 
DRIVING IMPROVEMENT USING THE GAP MODEL : Dissatisfaction is common in service because of the vagueness that prevails. How to drill down and find causes. Use it as an audit model.
 
DRIVING IMPROVEMENT THROUGH EMPLOYEE MOTIVATION :