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
Innovation in Service Business
New Service Design
Despite the fact that technology networks are the foundation of much of modern society, the services provided by technology companies and utilities have been a relatively neglected area of study. Books and conferences have been held on the marketing of consumer services, hospitality services, financial services and professional services. Very little, though, has been said about marketers who routinely deal with the work of engineers. Yet they include some of the largest and most famous businesses in the world: IBM, BT, Fujitsu, Ericsson, Michelin, Virgin, Nokia and HP. Marketing in technology sectors has been generally erratic and inconsistent. In some businesses it is depressingly tactical. Marketers with little experience, and even less professional training run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the market each quarter. Many work on an unchallenged assumption that markets are fast changing and that customers only want least cost. Yet this industry has liberated human imagination in the internet and convinced the world that they must have a pc and a mobile phone. Some of the leading firms in it are now turning their attention to services.
LEVEL: Intermediate to Advanced
RUNNING TIME: 1Hour 13Min
- Core Services
- History of service marketing
- How Telecom service is changing
- The differences in marketing a Technology company
- Maintaining the value of core services over time
- Account Based Marketing
- The power of Thought Leadership
- Ideas Life-Cycle
- Branding for service business