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Services Marketing

starts TBA
 
Price:$1100.00
Francelia Marksman, MSc

One of the major developments in the world today is the remarkable growth of services. It is estimated that services make up a quarter of the value of all international trade.  Service marketers require specialized knowledge and skills to develop and implement effective plans that will attract, retain and build strong customer relationships.

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This course is designed to provide the student with a basic understanding of the differing requirements for successfully marketing services in contrast to goods.

Topics covered include:-

  • —Introduction to Services Marketing (What are Services, Challenges for Services Marketers, Examples of Service Industries, The Tangibility Spectrum
  • —The Services Marketing Triangle (What is it?, Ways to use the Services Marketing Triangle, The Services Marketing Triangle and Technology , The Services Marketing Mix – is it different than the traditional concept of the Marketing Mix?
  • —Consumer Behaviour in Services (Information Search, Perceived Risks, Customer Expectations of services, The Zone of Tolerance
  • —Customer Perceptions of Service (Customer Perceptions of Service Quality and Customer Satisfaction, Five Dimensions of Service Quality, ServQual Attributes, The Service Encounter
  • —Building Customer Relationships (Lifetime Value of a Customer, Benefits of Customer Loyalty,  Strategies for Building Relationships
  • —Aligning Strategy, Service Design and Standards (Service Development and Design),  Service Mapping, Customer Defined Service Standards, Employees’ Roles in Service Delivery)