Course Introduction

Learning Objectives

By the end of this course, participants will be able to:

• Understand the unique characteristics of services, and their impact on marketing strategies.
• Learn market research and analysis techniques for service-based businesses: identifying target markets, understanding customer needs, preferences, and assessing market trends and competitors.
• Develop skills for differentiating services in the marketplace and effectively positioning them to attract and retain customers.
• Explore strategies for developing and designing service offerings that meet customer needs and deliver value.
• Learn about pricing strategies and tactics tailored for services, including value-based pricing, cost-plus pricing, and price bundling.
• Understand the significance of distribution and delivery channels in services marketing, and learn how to design and manage service delivery systems effectively.
• Develop integrated marketing communication strategies for services, encompassing advertising, public relations, sales promotion, direct marketing, and digital marketing.
• Explore the concept of service quality, its impact on customer satisfaction and loyalty, and learn techniques for measuring and managing service quality effectively.

Personal Impact:

• Participants will experience personal growth and development as they enhance their understanding of services marketing concepts and strategies. Through interactive lectures, case studies, and hands-on exercises, participants will gain practical insights and tools that can be applied to their careers or businesses. They will develop confidence in their ability to develop and execute effective marketing plans for service-based businesses, positioning themselves as valuable assets within their organizations.

Organizational Impact:

• The program will have a significant impact on organizational marketing effectiveness, efficiency, and performance in the service sector. Participants will return to their organizations equipped with the knowledge and tools to develop and implement marketing plans that drive business growth, customer satisfaction, and loyalty. By aligning marketing efforts with organizational goals and objectives, organizations can enhance their competitive position, attract new customers, and retain existing ones, ultimately leading to increased revenue and profitability.

Target Audience:

This training program is designed for leaders at all levels, including:

• Marketing professionals, business owners, entrepreneurs, and anyone responsible for marketing services within an organization.
•  Whether you’re new to services marketing planning or looking to enhance your skills in this area, this course will provide you with the insights and strategies needed to succeed in the dynamic and competitive service sector.

Learning Methodology:

• Lectures and Presentations
• Case Studies and Real-World Example
• Group Discussions and Interactive Exercises
• Role-Playing and Simulations
• Self-Assessment and Reflection
• Action Planning
• Online Resources and Support beyond the training