Master the 8Ps of Service Marketing
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Master the 8Ps of Service Marketing
This course is part of Consumer Behavior & Service Marketing Specialization
Included with
What you'll learn
Apply the 8Ps framework to design effective service marketing strategies.
Evaluate service quality using models like SERVQUAL and GAP.
Improve customer experience through people, process, and pricing decisions.
Skills you'll gain
- Operational Excellence
- Customer experience strategy (CX)
- Staff Management
- Service Improvement
- Strategic Marketing
- Branding
- Integrated Marketing Communications
- Customer experience improvement
- Customer Relationship Building
- Product Strategy
- Promotional Strategies
- Marketing Channel
- Marketing
- Employee Training
- Marketing Communications
- Quality Management
- Product Marketing
- Service Design
- Service Management
- Quality Assessment
Details to know
May 2026
45 assignments
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There are 9 modules in this course
Master the 8Ps of service marketing and learn how to design customer-centric strategies that improve service quality, satisfaction, and business performance.
This course provides a comprehensive and practical approach to service marketing by covering all elements of the 8Ps framework—Product, Price, Place, Promotion, People, Process, Physical Evidence, and Productivity. You will learn how to design competitive service strategies, manage service encounters, and enhance customer experience in real-world business environments. You will explore key service marketing models such as the Service Marketing Triangle, SERVQUAL, GAP Model, and E-SQUAL to evaluate service quality and identify performance gaps. The course also focuses on pricing decisions, distribution strategies, and integrated promotion techniques tailored for service industries. In addition, you will learn how to manage people, optimize processes, and use physical evidence to create strong service impressions while maintaining productivity and efficiency. By the end of the course, you will be able to apply structured service marketing frameworks, improve customer satisfaction, and build sustainable service strategies for long-term business growth.
This module introduces the fundamental concepts of service marketing, explores the structure of the service sector within modern economies, and analyzes how service industries contribute to economic growth and development.
What's included
9 videos5 assignments
9 videos•Total 63 minutes
- Service Marketing Concept•3 minutes
- Service Marketing and Service Marketing•7 minutes
- Various Service Sectors•5 minutes
- Role of services in Modern Economy•8 minutes
- Evolving Environment of Services•9 minutes
- Overview of Service Sectors•6 minutes
- Performance of Indias Service sectors Some Indicators•10 minutes
- Revisiting Various Service Sectors•2 minutes
- Special Services•12 minutes
5 assignments•Total 70 minutes
- Introduction to Service Marketing•10 minutes
- Service Sectors Overview•10 minutes
- Service Environment & Performance•10 minutes
- Sector Indicators & Special Services•10 minutes
- Graded - Foundations of Service Marketing•30 minutes
This module explores the unique characteristics of services, differentiates goods from services, and evaluates the marketing challenges arising from intangibility, heterogeneity, inseparability, and perishability.
What's included
8 videos5 assignments
8 videos•Total 71 minutes
- Characteristics of Services•10 minutes
- Marketing Challenges of Services•10 minutes
- Marketing Challenges of Services Continues•10 minutes
- Goods Vs Services•10 minutes
- Goods vs Services Continues•3 minutes
- Goods Service Continuum•9 minutes
- Service Sector Tertiary sector of economy•9 minutes
- Extended Ps of Service Marketing•10 minutes
5 assignments•Total 70 minutes
- Characteristics of Services•10 minutes
- Marketing Challenges Continued•10 minutes
- Goods vs Services Comparison•10 minutes
- Service Sector Classification•10 minutes
- Graded - Nature & Challenges of Services•30 minutes
This module focuses on the Product element of the 8Ps framework, explaining core and supplementary services, service portfolio design, and strategic product positioning in service marketing.
What's included
8 videos5 assignments
8 videos•Total 66 minutes
- Introduction to 8 Ps•9 minutes
- 1st P Product Introduction•9 minutes
- Product Element•13 minutes
- Product element from entertainment Industry•9 minutes
- Product Element Continues•6 minutes
- Product-Pof Service Marketing•5 minutes
- Service Marketing 8 Ps•7 minutes
- Service Marketing Triangle•8 minutes
5 assignments•Total 70 minutes
- Introduction to 8Ps & Product•10 minutes
- Product Element in Services•10 minutes
- Product Applications & Continuation•10 minutes
- Product & Service Strategy Framework•10 minutes
- Graded - Product Strategy – 1st P•30 minutes
This module examines pricing strategies in service marketing, including cost-based considerations, perceived value pricing, goodwill impact, and case-based pricing decisions.
What's included
8 videos5 assignments
8 videos•Total 71 minutes
- 2nd P Price Introduction•13 minutes
- Price Element•8 minutes
- Methods of Pricing Services•11 minutes
- Pricing Strategy Continues•7 minutes
- Pricing Case Study•7 minutes
- Pricing Case Study 2•4 minutes
- Pricing Case Study 3•12 minutes
- Place Element Web links•10 minutes
5 assignments•Total 70 minutes
- Pricing Introduction•10 minutes
- Pricing Methods•10 minutes
- Pricing Case Study I•10 minutes
- Pricing Case Study II•10 minutes
- Graded - Pricing Strategy – 2nd P•30 minutes
This module explores service distribution strategies, accessibility decisions, digital service channels, and service encounter management within the Place element of the 8Ps framework.
What's included
8 videos5 assignments
8 videos•Total 75 minutes
- 3rd P PLACE Introduction•7 minutes
- Place element in service Marketing•8 minutes
- Examples of Place element in service marketing•8 minutes
- Case Study•13 minutes
- Case Study Continues•8 minutes
- 4th P PROMOTION Introduction•19 minutes
- Service encounter•7 minutes
- Service Encounters Continues•6 minutes
5 assignments•Total 70 minutes
- Introduction to Place•10 minutes
- Place Examples•10 minutes
- Place Case Continuation•10 minutes
- Service Encounters & Delivery•10 minutes
- Graded - Place Strategy – 3rd P•30 minutes
This module examines promotional tools in service marketing, including Integrated Marketing Communication (IMC), branding, sales promotion, and leadership in service communication.
What's included
8 videos5 assignments
8 videos•Total 71 minutes
- Integrated Marketing Communication•11 minutes
- Sales Promotion•8 minutes
- Example of Promotion•7 minutes
- More Promotion Examples•11 minutes
- Promotion in Service Sector Includes•5 minutes
- Promotion Case Study•10 minutes
- Service Leadership•12 minutes
- Branding of Services•6 minutes
5 assignments•Total 70 minutes
- Integrated Marketing Communication•10 minutes
- Promotion Examples•10 minutes
- Promotion in Services•10 minutes
- Branding & Leadership in Services•10 minutes
- Graded - Promotion Strategy – 4th P•30 minutes
This module focuses on service quality frameworks, including the GAP Model, SERVQUAL, Zone of Tolerance, service recovery, and relationship marketing strategies.
What's included
8 videos5 assignments
8 videos•Total 56 minutes
- Service Quality Gap Model•8 minutes
- Service Quality Gap Model Continues•5 minutes
- Zone of Tolerance•9 minutes
- Service Recovery•8 minutes
- Dimensions of Service•9 minutes
- Dimensions of Service Continues•6 minutes
- Customer Behavior and relationship marketing•8 minutes
- Extended Ps of Service Marketing Conclusion•4 minutes
5 assignments•Total 70 minutes
- Service Quality Models•10 minutes
- Tolerance & Recovery•10 minutes
- Service Dimensions•10 minutes
- Customer Behavior & Relationships•10 minutes
- Graded - Service Quality & Customer Experience•30 minutes
This module explores the People and Process elements of service marketing, highlighting employee management, organizational culture, service design, and process customization strategies.
What's included
13 videos5 assignments
13 videos•Total 94 minutes
- 5th P PEOPLE Introduction•5 minutes
- Tangible Srvices•12 minutes
- People Element•8 minutes
- People Element Continues•10 minutes
- People Element in Service Sector includes•10 minutes
- Entertainment Industry Example•6 minutes
- 5th P PEOPLE Conclusion•3 minutes
- 6th P PROCESS Introduction•4 minutes
- Meaning of Process with Tangible Product•11 minutes
- Process Element•12 minutes
- Customizing Process•6 minutes
- Process Elements Includes•5 minutes
- 6th P PROCESS Conclusion•2 minutes
5 assignments•Total 70 minutes
- People Introduction•10 minutes
- People Element•10 minutes
- People Applications•10 minutes
- Process Strategy•10 minutes
- Graded - People & Process•30 minutes
This module examines the role of Physical Evidence and Productivity in service marketing, including tangible cues, service environment management, quality models, and efficiency optimization strategies.
What's included
20 videos5 assignments
20 videos•Total 173 minutes
- 7th P PHYSICAL EVIDENCE Introduction•11 minutes
- Physical Evidence Element•12 minutes
- Elements of Physical Evidence•7 minutes
- Physical Evidence Includes•8 minutes
- Physical Evidence Factor Exemplified•8 minutes
- 7th P PHYSICAL EVIDENCE Conclusion•2 minutes
- 8th P PRODUCTIVITY Introduction•12 minutes
- Productivity in Services•8 minutes
- Redesign service Processes•9 minutes
- Productivity Element•8 minutes
- Service Quality•9 minutes
- Service Quality Continues•12 minutes
- SERQUAL Model•11 minutes
- GAPs Model•6 minutes
- Strategies to close GAPs•10 minutes
- ESQUAL Model•10 minutes
- Responsiveness•9 minutes
- Conclusion of 8th P•4 minutes
- Conclusion•10 minutes
- Conclusion Continues•7 minutes
5 assignments•Total 70 minutes
- Physical Evidence Introduction•10 minutes
- Elements of Physical Evidence•10 minutes
- Physical Evidence Applications•10 minutes
- Productivity & Final Wrap-Up•10 minutes
- Physical Evidence & Productivity•30 minutes
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