Corporate Service Marketing
Description
Course provides an integrated approach to studying services that places marketing issues within a broader general management and strategic context. Covered subjects include: distinctive aspects of services marketing; frameworks for analyzing services; creating and delivering services; organizing and implementing the marketing effort; service positioning; targeting customers and building relationships; service management; cross-selling; measuring marketing success; improving quality and productivity; online services. Industry focus includes: financial services, consultancy, media, hospitality and leisure, retail, consumer services, healthcare.
This class also explores the emotive component of decision making by consumers. Learn more about the way in which consumers make decisions to purchase services of intangible benefit. Ways to market to the services consumer is discussed.
Content
| Date | Topics |
| Lesson 1 | New Perspectives On Marketing in the Service Economy
·        Why Study Services? ·        What are Services? ·        Marketing Challenges Posed by Services ·        Extended Marketing Mix Required for Services ·        Integration of Marketing with Other Management Functions ·        Developing Effective Service Marketing Strategies |
| Lesson 2 | Consumer Behaviour in a Service Context |
| Lesson 3 | Positioning Services in Competitive Markets |
| Lesson 4 | Developing Service Products |
| Lesson 5 | Distributing Services Through Physical and Electronic Channels |
| Lesson 6 | Setting Prices and Implementing Revenue Management |
| Lesson 7 | Designing and Managing Service Processes |