Marketing Services

    Target Audience

    The Marketing Services course is targeted towards owners and middle managers of SMEs in service business (such as design, express delivery, restaurant and hospitality), who have at least two years of experience in the area and want to develop their business in a professional and suitable way.

    Course Objectives

    After attending this course, participants are expected to be able to:

    • Explain the four characteristics of a service.
    • Describe a model of market-focused management in professional marketing services.
    • Explain ten marketing strategies that can really make a difference. Apply the 5 most important strategies for creating a difference, which are:
    • Managing customer satisfaction.
    • Managing service quality.
    • Managing customer service
    • Organizing the creation and transfer of services.
    • Communicating services to customers.
    Content
    • Introduction to the workshop
    • Session 1: The key issues for marketing services
      • Four characteristics of a service
      • The concept of marketing services
      • The market-focused management model
      • Overview of the ten strategies for marketing services
    • Session 2: The strategies of service management
      • Organizing production and transfer of the service
      • Valuation of the service
      • Use of visible factors
      • Human resource management
      • Service communications
      • Customer management
    • Session 3: The strategies for evaluating and improving service quality
      • Recovering from errors
      • Retaining customers
      • Management of customer satisfaction and service quality
    • Concluding remarks, action planning and wrap-up
    Course Duration

    3 days (21 hours)


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