Services Marketing - Selling the Invisible



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.

Start date: Learn at your own pace

About the Course

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

Already know these topics? Check out Services Marketing - The Next Level

Textbook
There is an optional textbook available as a downloadable file and online flipbook. Whilst most textbooks are expensive and contain lots of theory as opposed to application - Services Marketing Experience It contains strategies and examples to help businesses of any size. It covers the topics of this course as well as The Next Level and presents additional examples and ideas than discussed throughout the courses. Great value at only 9.99. Read more...


About the instructor: Betina Crooks

  • M.B.A.
  • B.A. Management & Marketing
  • M.Ed Exercise Physiology
  • Entrepreneur & Business Owner
  • 15+ years experience in: customer service,  management, leadership and marketing
  • Expert in Services Marketing
  • Lecturer at UNSW Australian School of Business (ASB)
  • Award winning Tutor (ASB)

Course Outline

Week 1 – What is Services Marketing

  • Key differences – IHIP
  • Expanded Marketing Mix
  • High vs Low Contact Services
  • Quiz and activities

Week 2 – Servicescape

  • Managing physical evidence – The Servicescape
  • Specific Tactics – colours, ambience, space etc
  • Design considerations
  • Quiz and activities

Week 3 – Service Product Strategy and Service Delivery

  • Service Product
  • Service Branding
  • Blueprinting
  • Quiz and activities

Notes

For exercises contained within each video, post about your experience or thoughts, please answer in the comments section of the video.

The activities are designed to extend your knowledge and test your understanding of the theory. They are optional to complete; however, once submitted, you will have access to an answer guide and other student’s submissions.

 

Course Team

Betina Crooks
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