Marketing has always been an integral part of all management and corporate functions. And with the rise of service industry and its increasing contribution in GDP of various countries, it is absolutely imperative to understand how the services should be marketed.

Again, since in its core characteristics and offering itself services are dissimilar from the products, therefore it requires a different approach to market the services. And that’s exactly the objective of this course which is to highlight the importance and essentials of marketing the services.

Therefore the content of this course covered throughout the four modules will enable the students to understand the basics of marketing and marketing mix commonly denoted by 4P’s that is product, price, place and promotion. Students will be able to clearly analyse and understand the unique characteristics of the service generally referred as 4I’s which are intangibility, inconsistency, inseparability and inventory.

Further more students can evaluate the core differences between product and service and can analyze how these distinction demands different marketing approach. Using this information student can subsequently evaluate and apply the extended marketing mix of service marketing that is people, process and physical evidence.

The amalgamation of this knowledge will enable the students to identify and understand the distinct characteristics of service sector and need & application of the extended marketing mix in achieving successful marketing of services and its offerings.