Service Marketing Training

Service Marketing

Service Marketing Training will strive to familiarize course members with marketing principles that can be specifically applied to service businesses.

November 18, 2021
3 days


PLOT 21,Peace Avenue,Oshorun Heritage estate,off Channels TV Avenue,OPIC,Isheri-North,Ikeja, Lagos.   View map

Service Marketing Training Overview

Service Marketing Training will strive to familiarize course members with marketing principles that can be specifically applied to service businesses. This course will also provide course members a learning environment that will focus on practical applications of services marketing concepts, tools and techniques.

The course aims at providing insights to –

  • Nature of services and its impact on marketing
  • Consumer behavior in services
  • Marketing mix for services
  • Understanding service quality, its measurement and management
  • Service design through marketing research and blueprinting for efficient delivery
  • Internal marketing
  • Using technology to enhance services


1. Introduction to Services Marketing and Frameworks for Understanding Services

· Key Issues

– Macroeconomics, Trends & Opportunities

– Features of Services

– The Servuction Model

2. Consumer Behavior Related to Services

· Key Issues

– The Three-Stage Model of Consumer Behavior Applied to Services

– Post-Purchase Evaluation: Modeling Consumer Satisfaction with Services

– Environmental Perspectives on the Service Encounter

– Perceived Control, Script & Role Theories

3. Marketing Mix I: Pricing of Services

· Key Issues

– Pricing Strategies Applied to Services

– Services Specific Issues on Price Discrimination

– Cost Accounting for Services

– Price Bundling and Cross-Selling

– Yield Management

4. Marketing Mix II: Communications

· Key Issues

– Setting Communication Strategies for Services

– Services Specific Issues in Communication Strategies

– Guidelines for Advertising of Services

– Branding & Promotion of Services

5. Marketing Mix III: Distribution

· Key Issues

– Distribution Channels for Services

– Internationalization of Service Firms

– Global Distribution Systems

6. Marketing Mix IV: Designing Customer Service Processes

· Key Issues

– Trade-off between Marketing Effectiveness and Operations Efficiency

– Full-Service Models Versus Restricted Service Models

– Isolating the Technical Core and Minimizing the Servuction System

– Production-Lining Services

– Increasing Customer Participation

– Managing Supply and Demand, Yield Management

– Flow Charting as a Basic Tool for Understanding & Managing Service Processes

– Two Basic Strategies: Complexity and Divergence of Service Operations

6. Marketing Mix V: Designing the Service Environment

· Key Issues

– A Theoretical Framework for Understanding the Impact of Service

Environments on Customer Behaviour and Satisfaction

– Engineering Customer Service Experiences

7. Marketing Mix VI: The Service Product

· Key Issues

– The Flower of Service – Core and Supplementary Services

– Adding Value via Supplementary Services

9. Marketing Mix VII: Managing Service Personnel

· Key Issues

– Importance of Service Personnel

– Conflicts in Boundary-spanning Roles & Implications of Role Stress

– Reducing Role Stress with Marketing and Creating a Climate for Service

– Selection, Training and Motivation of Service Staff

– Internal Marketing to Build and Foster a Customer Service-oriented Culture

Who should attend?

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Course Dates