- 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.
Integrated Branding and Pricing Strategies
Learn how to align branding with pricing strategies to maximize value and customer appeal.
Introduction
What you'll learn ?
- 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.
Certification
- KLiC courses are recognised by Yashwantrao Chavan Maharashtra Open University (YCMOU).
- MKCL provides certificate to the KLiC learner after his/her successful course completion.
- Yashwantrao Chavan Maharashtra Open University (YCMOU) provides mark sheet to successfully passed KLiC learners (Jurisdiction: Maharashtra).
Academic Approach
The academic approach of the courses 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 an employee or entrepreneur as well as development of the community to which s/he belongs. Learning methodology:
- Step -1: Learners are given an overview of the course and its connection to life and work.
- Step -2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
- Step -3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
- Step -4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
- Step -5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
- Step -6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
- Step -7: Learners are engaged in appreciation of real-life case studies developed by the experts.
- Step -8: Learners are encouraged to proceed from appreciation to imitation of the experts.
- Step -9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
- Step-10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
- Step-11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
- Step-12: 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, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!
Syllabus
- Coordination in Marketing Communication and Challenges
- What Makes a Product or a Service Appealing
- Service Marketing Triangle
- Customer and Call Centre Executive
- Introduction
- Integrated Marketing Communications - 1
- Integrated Marketing Communications - 2
- Service Intangibility
- Management of Service Promises
- Management of Customer Expectations
- Customer Education
- Internal Marketing Communication
- Intangible Services
- Intangible Services Definition
- Strategies for Addressing Service Intangibility Strategy
- Strategy - 05
- Present Vivid Information
- Interactive imagery - definition
- Make Intangible Services into Tangible Forms
- Use Brand Icons to Make the Service Tangible
- Use Association, Physical Representation, Documentation and Visualization
- Use Viral Marketing or Buzz Marketing
- Leverage social media
- Create Advertising That Generates Talk
- Create a Strong Service Brand
- Coordinating External Communication
- Apple Case Study
- Manage Customer Expectation
- Managing Customer Education
- Innovation of Google
- Managing Internal Marketing Communication
- Guess the Price
- How to price Services
- How prices Affect Consumer Perspective
- Expectations of a Customer
- Difficulty in Determining Service Prices
- Pricing Strategies in Service Businesses
- Non-monetary Costs
- Cost and Competition Based Pricing
- Competition-Based Pricing
- Guidelines for Fixing Pricing
- Planning for a Technical Assessment of Capacity
- The pricing consideration
- Cost and Competition-based Pricing
- Pricing for Rate of Return
- Marginal Cost Pricing
- Administered Pricing
- Competitive Pricing Example
- Competitive Pricing
- Going Rate Pricing
- Penetration Pricing Strategy
- What is Pricing?
- Customer Knowledge of Service Prices
- The Role of Non-Monetary Costs
- Price as an Indicator of Service Quality
- Approaches to Pricing Services
- Cost Based Pricing
- Competition Based Pricing
- Identify the Competitors
- Research Pricing and Positioning Strategies
- Averaging the Pricing of all Competitors
- Choose a Higher, Lower, or Matched Price
- Demand based Pricing
- Pricing For Customers - Perceived Value
- Brand Value
- Acquisition Value
- Transaction Value
- Measuring Perceived Value
- Drivers for Customer Value
- Pyramid of Situational Variables
- Pricing Strategy
- Customer Perceived Value – Based on Emotional Connect
- Perceived Customer Pricing Part 2
- Elements That Shape Perception In Pricing
- Odd Pricing
- Synchro Pricing
- Differentials as Incentives
- Skimming Strategy
- Geographic Pricing Strategy
- Captive Pricing Strategy
- Pricing for all-Value and Quality-based Customer Perception
- Value and Quality
- Quality and Reference
- Long-Term Benefit
- Market Research Survey
- How Value Based Pricing Defrost form a Cost Based Approach
- Value and Quality-based Customer Perception
- Value is everything I want in a service
- Value is the quality I get for the price I pay
- Prestige Pricing
- Skimming Pricing
- Value Pricing
- Market Segmentation Pricing
- Pricing Methods
- Primary Drivers of Customer Estimations of Value
- Manager Skit
- Price Framing
- Price Bundling
- Complementary Pricing
- Results-based Pricing
- Buying Decision
- Determinants of Customer Perceived Value
- Cost Determinants
- Ethics in Pricing Decisions
- Ethical Principles of Pricing
- Marketing Communication
- Integrated Marketing Communication
- Case Study - Flipkart
- Case Study - International brands Emirates
- Case Study - International Brands Taco Bell
- Barriers and Tools of IMC
- Practical Rules of IMC
- Case Studies - Campaigns for Indian Audiences
- Case Studies - Campaigns for International Audiences
- Case Studies - Ads Through the Ages
- Case Studies - Campaigns Using Traditional and Contemporary Methods
- Creating an Integrated Marketing Strategy
Evaluation Pattern
Evaluation Pattern of KLiC Courses consists of 4 Sections as per below table:
Section No. | Section Name | Total Marks | Minimum Passing Marks |
---|---|---|---|
1 | Learning Progression | 25 | 10 |
2 | Internal Assessment | 25 | 10 |
3 | Final Online Examination | 50 | 20 |
Total | 100 | 40 | |
4 | SUPWs (Socially Useful and Productive Work in form of Assignments) | 5 Assignments | 2 Assignments to be Completed & Uploaded |
YCMOU Mark Sheet
Printed Mark Sheet will be issued by YCMOU on successful completion of Section 1, Section 2 and Section 3 and will be delivered to the learner by MKCL.
YCMOU Mark Sheet will be available only for Maharashtra jurisdiction learners
MKCL's KLiC Certificate
The certificate will be provided to the learner who will satisfy the below criteria:
- Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
- 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
Courses Fee Structure from 01 July, 2025 Onwards
KLiC 30 hour course fee applicable from 01 July, 2025 all over Maharashtra
KLiC Course Duration | MFO (Inclusive of GST) |
ALC Share (Service Charges to be collected by ALC) |
---|---|---|
30 hours | Rs. 300/- | Rs. 1,500/- |
* Above mentioned fee is applicable for all Modes of KLiC Courses offered at Authorised Learning Center (ALC) and at Satellite Center
* Total fee is including of Course fees, Examination fees and Certification fees
* MKCL reserves the right to modify the Fee anytime without any prior notice