Introduction
A lot of developed economies have evolved into a service economy with services like health
care, education, and consulting making up a larger part of the overall economy. Marketing
such services is an important skill–and a tough one–for businesses to have. Without a
tangible product to show and tell customers about, service marketers must be adept at pulling
together all the pieces of the marketing mix to create value for their intended consumers. In
service marketing, because there is no tangible product, relationships are the key. Service
marketers must listen to and understand the needs of customers and prospective customers to
build loyalty and trust. Ultimately, effective relationships in service marketing will lead to
repeat sales and positive word of mouth. Service marketing involves many touchpoints for
the consumer. Interactions with multiple people and experiences that are less tangible than
when buying an actual product all impact the consumer’s perspective of the purchase process.
These touchpoints work together to establish a perception in the consumer’s mind.
Program Objectives
This program aims to:
● Provide in-depth coverage of the field of service marketing and their importance.
● Enable students to enhance their consultation skills in service-related industries.
● Expose participants the principles for implementing quality service and service strategies for competitive advantage across industries
Learning Outcomes
After completing this program, participants should be able to:
● Enhance understanding of services marketing
● Conduct consultation on how to increase service quality
● Increase customer satisfaction, retention through service quality