Integrated Branding and Pricing Strategies

• Describe the Coordination required in Marketing Communication and Challenges along with the service marketing triangle.
• Compare the management of service promises and customer expectations.
• Explain the concept of Intangibility and Make Intangible Services into Tangible Forms
• Discuss about coordinating External Communication to manage customer expectations.
• Describe the process of Managing Customer Education of services.
• Identify the methods to price the Services and the challenges behind it.
• Describe the Cost and Competition Based Pricing and guidelines to fix prices.
• Explain the different pricing strategies and their roles in pricing services.
• Summarise Pricing for all-value and quality-Based customer perception.
• Discuss the Determinants of Customer Perceived Value and their benefits.
• Explain the importance of collaboration and communication with clients, team members, and stakeholders.
• Embrace humanistic, ethical, and moral values in real-life situations.
• Exercise responsibility for the completion of assigned tasks for self and the group work
• Predict and cater to own learning needs relating to the assigned task/work.

• Paraphrase the need for effective coordination in marketing communication and the difficulties it presents.
• Review the effects of commitments made to customers with their anticipated service experience.
• Illustrate the idea of intangibility and transforming services that are intangible into tangible manifestations.
• Interpret Overseeing external communication to effectively handle customer expectations.
• Illustrate the methods of educating the customers about services.
• Examine the approaches for determining the cost of services and the obstacles associated with this process.
• Interpret guidelines for determining prices based on costs and competition, along with instructions for setting price points.
• Diagnose various pricing approaches and their functions in setting prices for services.
• Interpret the pricing that takes into account both perceived value and customer perception of quality.
• Paraphs the Factors influencing customers perceived value and the advantages of understanding these determinants.
• Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
• Develop project management skills to efficiently plan and execute projects.
• make judgement and take decision, based on the analysis and evaluation of information and work scenario.
• Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources.
• pursue self-paced and self-directed learning.

The Academic Approach of the course focuses on the “work centric” education i.e. begin with work (and not from a book !), derive knowledge from work and apply that knowledge to make the work more wholesome, useful and delightful. The ultimate objective is to empower the Learner to engage in socially useful and productive work. It aims at leading the learner to his/her rewarding career as well as development of the society.

Learning methodology

• Learners are given an overview of the course and its connection to life and work.
• Learners are then exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Learners are then acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Learners are then acquainted with the architecture of the tool or Tool Map so as to appreciate various parts of the tool, their functions and their inter-relations.
• Learners are then exposed to simple application development methodology by using the tool at the beginner’s level
• Learners then perform the differential skills related to the use of the tool to improve the given ready-made outputs.
• Learners are then engaged in appreciation of real-life case studies developed by the experts.
• Learners are then encouraged to proceed from appreciation to imitation of the experts.
• After imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression.

Evaluation Pattern of KLiC Courses consists of 4 Sections as per below table:

MKCL’s KLiC Certificate will be provided to the learner who will satisfy the below criteria:

1. Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
2. Additionally, learner should have completed Section 4 (i.e. Section 4 will comprise of SUPWs i.e. Socially Useful and Productive Work in form of Assignments)
   • Learner has to complete and upload minimum 2 out of 5 Assignments