Curriculum
- 9 Sections
- 46 Lessons
- 2 Days
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- Introduction to Services Marketing and Frameworks for Understanding Services4
- Consumer Behavior Related to Services5
- Marketing Mix I: Pricing of Services6
- Marketing Mix II: Communications5
- Marketing Mix III: Distribution4
- Marketing Mix IV: Designing Customer Service Processes9
- 7.0Key Issues
- 7.1Trade-off between Marketing Effectiveness and Operations Efficiency
- 7.2Full-Service Models Versus Restricted Service Models
- 7.3Isolating the Technical Core and Minimizing the Servuction System
- 7.4Production-Lining Services
- 7.5Increasing Customer Participation
- 7.6Managing Supply and Demand, Yield Management
- 7.7Flow Charting as a Basic Tool for Understanding & Managing Service Processes
- 7.8Two 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
- 10.0Key Issues
- 10.1Importance of Service Personnel
- 10.2Conflicts in Boundary-spanning Roles & Implications of Role Stress
- 10.3Reducing Role Stress with Marketing and Creating a Climate for Service
- 10.4Selection, Training and Motivation of Service Staff
- 10.5Internal Marketing to Build and Foster a Customer Service-oriented Culture
Selection, Training and Motivation of Service Staff
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