BADW_Services Marketing

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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 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

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