How do you market a service when there is no car to test drive, no shoes to try on, no computer to take home or book to read? Services marketing is different from traditional product marketing and this course will introduce you to the distinctive characteristics of services and how they affect both customer behaviour and marketing strategy.
You will learn how to create and evaluate a service environment that is both functional and enhances the experience of the consumer. This course is suitable for anyone who works in the service industry (not just front line customer service), for anyone who owns a business or is thinking of starting one and anyone who has a general interest in marketing or learning how marketers may influence you as a consumer.
It is a practical hands on course with a small amount of theory and a lot of application. Topics covered include:
- Differences from product marketing
- Expanded marketing mix - 7p’s
- The service product
- Blueprinting
- Service branding
- Servicescape analysis and design
- High vs low contact services
