Services Marketing Course

Services Marketing Course

Students examine the important issues facing service providers and the successful

implementation of a customer focus in service-based businesses. Topics include an overview of

services marketing; understanding the customer in services marketing; standardizing and

aligning the delivery of services; the people who deliver and perform services; managing

demand and capacity; and promotion and pricing strategies in services marketing.

On completion of the course, students will be able to:

  •  Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
  • Describe how customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
  • Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
  •  Explain service blueprinting, the integration of new technologies, and other key issues facing customer service providers and service managers.
  • responsible marketing on services marketing.
  • Conduct a services audit plan for a service firm.
  •  Integrate course concepts into individual performance to become better cus¬tomer service representatives in the service environment.

Module 1: Introduction to Services Marketing

  •  Topic 1: The Scope of Services Marketing
  •  Topic 2: The Gaps Model of Services Quality
  •  Topic 3: Focus on the Customer-What Do Customers Expect?
  •  Topic 4: Focus on the Customer-Customer Perceptions in Services

Module 2: Services Marketing: Understanding the Customer

  • Topic 1: Listening to Customers Through Research
  • Topic 2: Building Customer Relationships
  • Topic 3: Service Recovery

Module 3: Standardizing and Aligning the Delivery of Services

  • Topic 1: Service Innovation and Design
  • Topic 2: Customer-Defined Service Standards
  • Topic 3: Physical Evidence and the Service scope

Module 4: The People Who Deliver and Perform Services

  • Topic 1: Employees' Roles in Service Delivery
  • Topic 2: Customers' Roles in Service Delivery
  • Topic 3: Managing Demand and Capacity

Module 5: Promotions and Pricing Strategies in Services Marketing

  • Topic 1: Integrated Services Marketing Communications
  • Topic 2: Pricing of Services
  • Topic 3: The Financial and Economic Impact of Service