Strategic Services Marketing Course | IIT Roorkee | Prof. Kalpak Kulkarni
Course Details
| Exam Registration | 359 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 12 weeks |
| Categories | Management Studies |
| Credit Points | 3 |
| Level | Undergraduate/Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 10 Apr 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 20 Feb 2026 |
| Exam Date | 24 Apr 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Master the Art of Marketing the Intangible: A Deep Dive into Strategic Services Marketing
In today's experience-driven economy, services dominate global markets. From banking and healthcare to hospitality and tech support, the ability to effectively market intangible offerings is a critical competitive advantage. Welcome to a comprehensive exploration of Strategic Services Marketing, a meticulously designed 12-week course offered by the prestigious Indian Institute of Technology Roorkee.
Your Guide: Learn from an Expert in New-Age Marketing
This course is led by Prof. Kalpak Kulkarni, an Assistant Professor at IIT Roorkee's Department of Management Studies. With a PhD from IIT Bombay's Shailesh J. Mehta School of Management, Prof. Kulkarni is a recognized authority in contemporary marketing communications. His groundbreaking research on viral advertising and consumer behavior has been published in top-tier international journals. He brings this wealth of academic rigor and practical insight directly to the classroom, dedicated to equipping you with the frameworks needed to excel in the dynamic service sector.
Who Should Enroll in This Services Marketing Course?
This course is crafted for a diverse audience aiming to build or enhance their expertise in services marketing:
- Students: Undergraduates and Postgraduates in Engineering, Technology, Management (MBA, MIB), Commerce (MCom), and Humanities.
- Professionals: Marketing practitioners, managers, and entrepreneurs in service industries like hospitality, finance, healthcare, consulting, and telecommunications.
- Aspiring Specialists: Individuals seeking to build a career in the vast and growing service industry.
- Academicians & Researchers: Those looking to understand advanced concepts and emerging trends in the field.
Prerequisite: A graduate degree. The course builds fundamentals while integrating contemporary, novel concepts at a beginner-friendly level.
Course Overview: A 12-Week Journey to Services Marketing Mastery
Over 12 intensive weeks, you will navigate the entire spectrum of strategic services marketing, from core principles to future trends.
Detailed Course Layout
| Week | Core Module Focus | Key Topics Covered |
|---|---|---|
| Week 1-2 | Foundations & Customer Centricity | Introduction to services, the service marketing mix, customer journey mapping, and designing memorable experiences. |
| Week 3-4 | Innovation & Digital Shift | Service design thinking, co-creation, digital transformation, AI, chatbots, and blockchain in services. |
| Week 5-6 | Data, Brand & Reputation | Service analytics, customer insights, building a strong service brand, and online reputation management. |
| Week 7-8 | Operations & Value | Measuring service quality, service recovery strategies, value-based pricing, and revenue management. |
| Week 9-10 | Global & Responsible Marketing | Cross-cultural service adaptation, global branding, sustainability, and green service marketing. |
| Week 11-12 | Leadership & The Future | Service leadership, employee engagement, emerging trends like AR/VR, IoT, and the future of services. |
Essential Reading Materials
To complement the lectures, the course references seminal texts in the field, including:
- Wirtz & Lovelock's Services Marketing: People, Technology, Strategy (2021)
- Wilson, Zeithaml, Bitner & Gremler's Services Marketing: Integrating Customer Focus Across the Firm
- Hoffman & Bateson's Services Marketing: Concepts, Strategies, & Cases
- Roy, Mutum & Nguyen's Services Marketing Cases in Emerging Markets
Why This Course is Essential for Your Career
The service sector is not just growing; it's evolving at breakneck speed with digital disruption. This course doesn't just teach theory—it provides a strategic toolkit. You'll learn to manage customer expectations, leverage technology for enhanced experiences, build resilient service brands, and innovate in a customer-centric way. Whether you aim to join a service firm, launch your own venture, or drive innovation within your organization, the frameworks from this course will be invaluable.
Ready to decode the secrets of successful services marketing and position yourself at the forefront of this dynamic industry? This IIT Roorkee course, under the expert guidance of Prof. Kalpak Kulkarni, is your definitive gateway.
Enroll Now →