Course: Service MarketingIn this course, Service Marketing guru Laurie Young focus on making people think about the importance of selling services in today's economy. The topics, From Product to Service, Innovation In Service Business, New Service Design, Marketing Technology as a Service and Marketing Professional Services are one of the most complete guides in the field. With a Running Time of well over 5 Hours you will end up with a strong knowledge of service marketing and the practical implications of it.
TARGET AUDIENCE: Intermediate to Advanced. Marketing Professionals, Executives, CIM Students, MBA Students, Consultants and anybody that needs a deeper knowledge of Service Marketing.
What do companies like IBM, HP, Unisys, GE, Ericsson, ABB, Michelin, and Nokia have in common? Despite working in very different industries and being of very different size and culture, they have all had to consider an important strategic issue. They have had to re-assess the importance of service to their business. With a product manufacturing heritage, most had seen service as a cost. For them it used to mean either the repair or support of equipment that had been sold to customers ("operational services") or advising them on how to use that equipment more effectively ("professional services"). Yet, following recent changes to the Western economies, there are very few sectors within them where service is not important to profit, customer relationships and growth. For instance, suppliers of domestic appliances and electronic entertainment products have learnt to increase product line profits through guarantees, extended warranty and maintenance. In retail, supermarkets now offer a range of services (such as insurance and legal help) in addition to consumer products. The car industry, on the other hand, having offered associated financial services for many years, has had to take the effect of "after care" on repeat purchase much more seriously. So, the senior managers of many manufacturing companies are now trying to create revenue and profit from service. Yet, this is a completely different type of business and involves massive change. It changes: operations, people management, finances, financial management, sales, brand strategy and marketing. In fact, there is very little which doesn't change when a product company seriously moves into the service industries. This presentation sets out to examine them and to find out what, from these companies' experiences, can be drawn into more generic lessons.
LEVEL: Intermediate to Advanced
RUNNING TIME: 1Hour
- From Products to service-Intro
- Forces shaping service demand-Rise of service
- Forces shaping service demand-International competition
- Forces shaping service demand-Market maturity
- Forces shaping service demand-Changing customers
- Strategic dilemma
- What does move to service involves
- How can service marketers help