BADW: Services Marketing – Multihexa College

About Course

This course focuses on the differences between developing strategies for marketing services rather than products.
The course covers the complete marketing management process from setting objectives, developing a plan of action, to reviewing the effectiveness of the marketing plan.
The service sector can be very profitable and is quickly becoming the largest segment of the world’s economy. Yet, the intangible delivery of services can be difficult to manage and market. Even when service organizations get it right, satisfaction levels are quick to slip or be copied by other service providers.
This course will provide students with the tools, strategies and approaches for designing and sustaining a successful service centered organization. There is a strong consumer focus in this course.
Students will development an awareness of a gaps model that differentiates between what organizations think consumers want – and what consumers really want.

After completion of the course, students are expected to be able to:
● Make primary distinctions between product-based and service-based businesses.
● Create marketing objectives that generate predetermined shifts in customer behaviour.
● Develop a synergistic marketing strategy and put it into action.
● Choose appropriate research methods for services.
● Select appropriate database management and segmentation methods for services.
● Formulate the seven 'P's' of the Extended marketing Mix for services.
● Demonstrate the process of how to communicate and promote services B-to-C and B-to-B.
● Describe the four Customer Value Segments and select the best pricing techniques for each.
● Select the best way to reach customers through person selling, advertising, direct mail, internet etc.

Course Content

Topic 1: Introduction to Course

Topic 1:Introduction

00:00
LO1: Differentiate between Product-based and Service-based Businesses by comparing their characteristics, Value Propositions, and Operational Challenges

00:00
LO2: Describe the unique features of Service Marketing, including Intangibility, Inseparability, Variability, and Perishability

00:00
LO3: Analyze how Marketing Strategies vary between Products and Services to meet different Customer needs and Market conditions

00:00

Topic 2: Creating Marketing Objectives

Topic 3: Developing a Synergistic Marketing Strategy

Topic 4: Choosing Research Methods for Services

Topic 5: Database Management and Segmentation for Services

Topic 6: The Seven ‘P’s of the Extended Marketing Mix for Services

Assessment I

Topic 7: Communicating and Promoting Services B-to-C

Topic 8: B-to-B Marketing and Promotion of Services

Topic 9: Understanding Customer Value Segments

Topic 10: Pricing Techniques for Each Customer Value Segment

Topic 11: Promotional Techniques for Service Marketing

Topic 12: Personal Selling in Service Marketing

Assessment II

Topic 13: Advertising Techniques for Service Marketing

Topic 14: Direct Mail and Internet Marketing for Services

Topic 15: The Role of Social Media in Service Marketing

Topic 16: Customer Relationship Management (CRM) in Service Marketing

Topic 17: Service Branding and Positioning

Topic 18: Managing Customer Expectations in Service Marketing

Topic 19: Customer Satisfaction and Service Quality

Topic 20: Final Exam Review

Final Exam

About Course

What Will You Learn?

Course Content

Topic 1: Introduction to Course

Topic 1:Introduction

LO1: Differentiate between Product-based and Service-based Businesses by comparing their characteristics, Value Propositions, and Operational Challenges

LO2: Describe the unique features of Service Marketing, including Intangibility, Inseparability, Variability, and Perishability

LO3: Analyze how Marketing Strategies vary between Products and Services to meet different Customer needs and Market conditions

Topic 2: Creating Marketing Objectives

Topic: 2: Introduction

LO1: Define Marketing objectives and explain their role in supporting Organizational Goals and Customer-focused Strategies

LO2: Develop SMART Marketing Objectives that influence Customer behavior and support Business growth

LO3: Evaluate the Effectiveness of Marketing objectives using appropriate Performance Indicators and Marketing metrics

Topic 3: Developing a Synergistic Marketing Strategy

Topic 3: Introducton

LO1: Explain the concept of Synergy and its importance in developing Integrated Service Marketing Strategies

LO2: Analyze how the elements of the Marketing mix work together to achieve Organizational Objectives

LO3: Develop a Cohesive Marketing Strategy that enhances Customer Engagement, Satisfaction, and Loyalty

Topic 4: Choosing Research Methods for Services

Topic 4: Introducton

LO1: Describe the importance of marketing research in understanding service customers and market opportunities

LO2: Compare Qualitative and Quantitative Research methods used in Service Marketing

LO3: Select appropriate Research Techniques to Collect meaningful Customer Insights for Service-based organizations

Topic 5: Database Management and Segmentation for Services

Topic 5: Introducton

LO1: Explain the role of Customer Databases in supporting Service Marketing and Customer Relationship management

LO2: Identify appropriate Customer Segmentation methods based on Demographic, Behavioral, Geographic, and Psychographic characteristics

LO3: Analyze how customer Segmentation improves Marketing effectiveness and Service personalization

Topic 6: The Seven ‘P’s of the Extended Marketing Mix for Services

Topic 6: Introducton

LO1: Describe the seven elements of the extended Marketing mix and their significance in Service marketing

LO2: Apply the Extended Marketing mix to evaluate service marketing Strategies in different Business contexts

LO3: Develop Service marketing recommendations that Optimize each element of the seven P’s

Assessment I

Assessment I

Topic 7: Communicating and Promoting Services B-to-C

Topic 7: Introducton

LO1: Explain the principles of Business-to-Consumer Communication in Service marketing

LO2: Identify Promotional techniques that effectively Engage Consumer Markets for Services

LO3: Analyze the Challenges of promoting Intangible Services and recommend appropriate Communication Strategies

Topic 8: B-to-B Marketing and Promotion of Services

Topic 8: Introducton

LO1: Describe the characteristics of Business-to-Business Service Marketing and Purchasing behavior

LO2: Compare B-to-B and B-to-C Marketing Strategies for Service organizations

LO3: Develop Promotional Strategies that address the needs of Business Customers and Organizational Buyers

Topic 9: Understanding Customer Value Segments

Topic 9: Introducton

LO1: Define the Economic, Functional, Emotional, and Social dimensions of Customer Value

LO2: Analyze how different Customer Value segments influence Purchasing Decisions and Service Expectations

LO3: Evaluate Marketing approaches that effectively Communicate Value to Diverse Customer segments

Topic 10: Pricing Techniques for Each Customer Value Segment

Topic 10: Introducton

LO1: Describe Pricing approaches commonly used in Service Marketing for different Customer Value segments

LO2: Analyze the relationship between Customer Value perception and Service Pricing decisions

LO3: Develop Value-based Pricing Strategies that align with Customer Expectations and Organizational Objectives

Topic 11: Promotional Techniques for Service Marketing

Topic 11: Introducton

LO1: Explain the role of Promotional activities in increasing Awareness and Demand for Services

LO2: Compare Traditional and Digital Promotional methods used in Service Marketing

LO3: Evaluate the effectiveness of Promotional Strategies using appropriate Marketing Performance measures

Topic 12: Personal Selling in Service Marketing

Topic 12: Introducton

LO1: Describe the role of Personal Selling in building Customer trust and Long-term relationships

LO2: Apply effective personal Selling techniques throughout the Service Sales process

LO3: Analyze how Relationship selling Contributes to Customer Retention and Service excellence

Assessment II

Assessment I

Topic 13: Advertising Techniques for Service Marketing

Topic 13: Introducton

LO1: Explain the Objectives and Characteristics of Advertising in Service Marketing

LO2: Analyze the Advantages and Limitations of different Advertising Media for promoting Services

LO3: Design an Advertising Campaign that effectively Communicates the Value of a Service offering

Topic 14: Direct Mail and Internet Marketing for Services

Topic 14: Introducton

LO1: Describe the role of Direct Mail and Digital Marketing in promoting Service Organizations

LO2: Develop direct Marketing Campaigns that effectively target Service Customers

LO3: Evaluate internet Marketing Techniques based on Customer engagement and Campaign performance

Topic 15: The Role of Social Media in Service Marketing

Topic 15: Introducton

LO1: Explain the importance of Social Media in enhancing Customer Engagement and Service Promotion