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.
From Products to Services
In 2006 the computer giant, IBM, announced the start of a massive advertising campaign called: "Innovation that matters." It included TV, print, outdoor and Web advertising aimed at positioning the company as supplying the means for corporations to innovate ('structurally, financially and operationally'). Whatever their own intentions, the effect was to, once again, put emphasis on the word 'innovation' in business circles. Since then, innovation has become a topical subject with books, seminars, 'summits' and conferences dedicated to it. Leading consultancies like Mckinsey have published research and 'white papers' on innovation needs. Although this might seems a little faddish, there is little doubt that service firms across the world are investing time and resources in "innovation" because clients are demanding fresh approaches. One small symptom of this is, for instance, the Financial Times's annual award for "the most innovative law firm". It is also clear that innovation management is at the heart of the successful differentiation achieved by organisations in other industries and is beginning to create real differences between the offers of different professional practices. There is a clear distinction between creativity and innovation. Creativity is the activity that produces new services or concepts whereas innovation is the management process by which an organisation captures, cultivates and exploits initiatives. There is evidence that, in recent years, a number of service companies have invested in and succeeded at both. This presentation explores their experience and their approaches.
LEVEL: Intermediate to Advanced
RUNNING TIME: 42Min
- Innovation management in service businesses-Intro
- How do service companies innovate-Process and sponsorship
- How do service companies innovate-Smallness
- How do service companies innovate-Exploiting diffusion 1
- How do service companies innovate-Exploiting diffusion2
- How do service companies innovate-Front line innovation
- How do service companies innovate-Focused sessions
- How do service companies innovate-RnD approach
- Innovation as a business fad