Marketing Skills: Service Marketing

Course Overview

This workshop will provide you with the knowledge and understanding of the key principles that underpin the delivery of great service. You will receive guidelines for a systematic approach to ensuring customer needs and expectations are met through your effective management of the service experience.

Audience

This workshop is for people with ownership or direct responsibility for the marketing of services, especially those appointed to one of the marketing functions directly impacting on the customer service experience. It will also help people within other functions to understand their relationship with the marketing department, helping them to contribute to the management of service. Directors and managers of smaller organisations will gain an insight into the value of delivering service excellence for their situation.

Skills Gained

Benefits for your organisation:

You will gain a practical understanding of the issues involved in the marketing of a service. The principles that are learnt can be applied in the workplace so that valuable customers are acquired and retained. The problems that are encountered when offering an intangible product can be tackled with more confidence.

Benefits for you as an individual:

You will understand the role and importance of the customer experience that can be delivered with service marketing, whilst acquiring a foundation of service marketing knowledge. This workshop will help you to establish guidelines for a systematic approach to finding and keeping customers.

Course Outline

You will learn how to:

• Apply the basic concepts and principles of service marketing
• Segment your customers and position your organisation in the marketplace
• Research your customer needs to discover the service benefits that they really value
• Manage the customer service experience
• Manage the extended marketing mix
• Understand current issues and developments in the marketing of services
• Recognise good and avoid bad service marketing practice
• Contribute more effectively to the service marketing activities of your organisation