Developing Strategies for Marketing Services : Current Issues and Options Course

Service Sector dominate most advanced economies and a growing number of service organisations compete in the global market. Managers working in the service industry – for example, those working in the financial, retailing, hospitality and public sectors – will find the services approach to marketing particularly relevant in planning and implementing marketing strategy.

Service organisations differ in key respects from manufacturing organisations. This course develops an appreciation of how service marketing systems operate, addresses service-related issues such as service design, capacity management and customer relationship management. It is intended to increase managers’ capability for innovative development and implementation of marketing strategy in the service environment.

Course Outline:

• Distinctive aspects of services management.
• Customer involvement in service processes.
• Managing service encounters.
• Customer behaviour in service settings.
• Positioning a service in the marketplace.
• Targeting customers, managing relationships and building loyalty.
• Complaint handling and service recovery.
• Creating services and adding value.
• Designing service delivery systems.
• Pricing services.
• Communicating to customers.
• Enhancing value by improving quality and productivity.
• Balancing demand and capacity.
• Managing customer-contact personnel.
• Organising for service leadership.
• Developing strategies for transnational operations.