The transformation of the economy towards the service sector can be witnessed globally as well as locally. This transformation has impacted both consumers and organizations in numerous ways. As consumers, much of our consumption choices are made on services such as retail banking, visiting a supermarket or restaurant, going on holiday, medical services, transportation, visiting immigration consultants, travel agents or hairdressers, higher education and many more. Secondly, we may be managing a service organization which may be challenging due to the inherent characteristics of services. Thirdly, even if we are not marketing a service, we definitely have to market the business through services, irrespective of the industry. Therefore, understating the unique nature of services, concepts and strategies unique to services will provide numerous benefits to both customers and organizations.
Based on the above observations, this course is designed to introduce the changing nature of the services marketing environment, concepts and strategies unique to service businesses and provide skills to manage services efficiently and effectively. Thus, the course contains three modules: Introduction to Services Marketing, Building Services Strategy and Uplifting the Services Culture.
The duration of this course is 3 months and is ideal for those who are working in or managing service organizations in either a B2B or B2C setting. It is also designed for organisations who wish to enhance their customer value through services and anyone who aspires to be a Marketer to acquire both a conceptual and practical knowledge of Services Marketing.
To be able to grasp and explain the nature and scope of Services Marketing
To be able to identify the characteristics, problems and challenges faced by Services Marketing professionals and to develop strategies to increase the customer’s perception of satisfaction, service quality and value
To equip Marketers with the skills to identify the unique challenges of services in order to ensure service excellence
To develop strategies to both ‘market services’ and ‘market through services’
To be able to implement state of the art Service Management thinking and promote a service oriented mind-set