Curriculum
- 16 Sections
- 68 Lessons
- 3 Days
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- Introduction to Services Marketing and Frameworks for Understanding Services4
- Consumer Behavior Related to ServicesKey Issues4
- Marketing Mix I: Pricing of Services8
- The Essentials of Process Innovation5
- The Innovative Organization7
- 6.0Structures and SystemsCopy10 Minutes0 Questions
- 6.1What Makes an Organization InnovativeCopy10 Minutes0 Questions
- 6.2Balanced ScorecardCopy10 Minutes0 Questions
- 6.3People LeadershipCopy10 Minutes0 Questions
- 6.4Team dynamics / structuresCopy10 Minutes0 Questions
- 6.5Communication strategiesCopy10 Minutes0 Questions
- 6.6Intellectual Property ManagementCopy10 Minutes0 Questions
- Leadership in Innovation4
- Managing Change6
- Service Innovation4
- Innovation in Product Development2
- Team Presentation and Final Exam0
- Marketing Mix II: Communications5
- Marketing Mix III: Distribution4
- Marketing Mix IV: Designing Customer Service Processes9
- 14.0Key Issues
- 14.1Trade-off between Marketing Effectiveness and Operations Efficiency
- 14.2Full-Service Models Versus Restricted Service Models
- 14.3Isolating the Technical Core and Minimizing the Servuction System
- 14.4Production-Lining Services
- 14.5Increasing Customer Participation
- 14.6Managing Supply and Demand, Yield Management
- 14.7Flow Charting as a Basic Tool for Understanding & Managing Service Processes
- 14.8Two Basic Strategies: Complexity and Divergence of Service Operations
- Marketing Mix V: Designing the Service Environment4
- Marketing Mix VI: The Service Product3
- Marketing Mix VII: Managing Service Personnel6
- 17.0Key Issues
- 17.1Importance of Service Personnel
- 17.2Conflicts in Boundary-spanning Roles & Implications of Role Stress
- 17.3Reducing Role Stress with Marketing and Creating a Climate for Service
- 17.4Selection, Training and Motivation of Service Staff
- 17.5Internal Marketing to Build and Foster a Customer Service-oriented Culture
Selection, Training and Motivation of Service Staff
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