Services Marketing Course: A Practical Approach by Prof. Biplab Datta IIT Kharagpur
Course Details
| Exam Registration | 1437 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 4 weeks |
| Categories | Management Studies, Marketing |
| Credit Points | 1 |
| Level | Undergraduate/Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 13 Feb 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 16 Feb 2026 |
| Exam Date | 28 Mar 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Master the Art of Services Marketing: A Practical 4-Week Course from IIT Kharagpur
In today's experience-driven economy, the ability to market and manage services effectively is a critical skill for any business leader. The course Services Marketing: A Practical Approach, offered by the prestigious Indian Institute of Technology Kharagpur, provides a comprehensive and actionable roadmap for mastering this domain. Designed and taught by an expert in the field, this program is tailored for students and professionals aiming to build or manage successful service-oriented businesses.
Meet Your Instructor: Prof. Biplab Datta
Learning from an experienced academic and practitioner is key to gaining practical insights. This course is led by Prof. Biplab Datta, an Associate Professor (Marketing) at the Vinod Gupta School of Management, IIT Kharagpur.
- Expert Credentials: Holds a Ph.D. from IIT Delhi, with core research interests in Marketing Management, Service Quality, and Customer Relationship Management.
- Industry Recognition: An ISO 9000 Lead Auditor and author of the book “Services Marketing: A Practical Approach,” which forms the foundation of this course.
- Diverse Expertise: His unique background, including a Silver Medal in Architecture from IIT Kharagpur, brings a multidisciplinary perspective to solving service design and delivery challenges.
Course Overview: What You Will Learn
This 4-week course is structured to take you from the fundamental concepts to the practical application of services marketing principles. It is designed for an Undergraduate/Postgraduate level audience in Management Studies and Marketing.
The core objective is to shift the focus from products to people—understanding that in services, customer satisfaction and delight are the ultimate drivers of business prosperity. Whether you aim to launch a new service venture or enhance an existing one, this course equips you with the necessary frameworks and tools.
Detailed 4-Week Course Layout
The curriculum is meticulously planned to build your knowledge step-by-step, culminating in real-world case studies.
Week 1: Foundations of Services Marketing
- Introduction & Why Study Services Marketing Management?
- The Service System and its Unique Characteristics
- Analyzing the Macro-Environment for Services
Week 2: Core Strategies and Consumer Insight
- Understanding the Micro-Environment and Marketing Process
- Services Marketing Research and Exploring Opportunities
- New Service Development, Segmentation, Targeting, and Positioning
- Understanding Consumer Behaviour, The Service Product, and Service Quality
- Designing the Service Process
Week 3: Operational Excellence and Communication
- Developing Service Personnel and Educating Customers
- Managing Delivery Channels and Channel Conflict
- Demand, Capacity, and Physical Evidence Management
- Integrated Marketing Communications and Pricing Strategies
- Managing Customers, Service Recovery, Guarantees, and Consumer Protection
Week 4: Practical Application with Case Studies
The final week is dedicated to applying all learned concepts through five intensive case studies. This practical approach ensures you can analyze real business scenarios, identify problems, and propose effective services marketing solutions.
Who Should Enroll?
This course is ideally suited for:
- University students pursuing degrees in Management, Marketing, or Commerce.
- Early-career professionals in retail, hospitality, banking, healthcare, IT services, or any service sector.
- Aspiring entrepreneurs looking to start a service-based business.
- Managers seeking to deepen their understanding of customer-centric strategies.
Why Choose This Course?
| Feature | Benefit |
|---|---|
| Practical Orientation | Moves beyond theory to focus on actionable strategies for real business challenges. |
| Expert-Led Content | Learn from an IIT professor and published author with deep academic and practical knowledge. |
| Comprehensive Curriculum | Covers the entire services marketing mix—from process and people to physical evidence and pricing. |
| Case-Study Driven | Enhances decision-making skills by analyzing real-world examples in the final week. |
| Flexible Learning | A concise 4-week structure allows for efficient yet thorough learning. |
Services Marketing: A Practical Approach is more than just a course; it's an investment in a skill set that is indispensable in the modern economy. By placing the customer at the heart of all strategies, Prof. Biplab Datta's program provides the blueprint for building loyal customers and thriving, resilient service businesses. Enroll today to transform your understanding of how exceptional service is created, delivered, and marketed.
Enroll Now →