Executive Program in Marketing of Services
content of the next Executive Program in Marketing of Services
is focused on getting participants to learn how to lead and manage
successful service organizations by delivering quality services to
the marketplace within a dynamic environment. The core of the course
is structured around understanding and developing strategies to
address four key content areas adapted from the service quality gap
model. These four areas are described below.
Closing Gap 1: Understanding Customer Expectations and Perceptions
The course is based on understanding consumers’ expectations and perceptions of
services. Participants learn how consumers’ expectations (the standards of
performance against which service experiences are compared) are formed, how they
change and what firms can do to influence expectations. They also explore
customer perceptions of service quality and how the interactions between
customers and firms (service encounters) affect perceived value and quality.
Not knowing what customers expect is often a key
cause of a firm’s failure to deliver service quality. Participants need to learn
the appropriate research tools for understanding customers’ service expectations
as well as approaches for understanding and managing current customer
Closing Gap 2: Specifying Service Standards and Offerings
A recurring theme in service organizations such
as yours is the difficulty experienced in translating customer expectations into
service concepts, service designs and specific standards for service delivery.
The intangibility, heterogeneity and perishability of services make these tasks
particularly challenging. Participants learn to develop customer‑defined (rather
than company‑defined) service standards, to understand the role of service
leaders and to apply specific tools (e.g., service blueprinting) for designing
and positioning intangibles in order to address these critical issues.
Closing Gap 3: Delivering Service
Even when guidelines exist for performing services well and treating customers
correctly, high quality service performance is not a certainty. To address this
problem, participants need to learn about human resource issues in service
firms. These include: selecting service‑oriented people; designing strategies
for empowering service workers; and implementing training programs and reward
structures linked to service quality. Understanding the impact of intermediaries
and defining the role of customers in creating service outcomes are also
critical issues in delivering quality service.
Closing Gap 4: Communicating with Customers
Promises made by a service organization through its advertising, sales force and
other forms of communication may potentially raise customer expectations beyond
what can actually be delivered. In this instance, participants explore how
pricing, physical evidence, service guarantees, and other forms of communication
(as well as the nature of the interfunctional communication between marketing
and operations groups) can have a significant effect on customer expectations of
Through exposure to the frameworks and strategies that relate to the four core
areas described above, we believe participants will have the substantive content
they need to lead and manage effective service organizations. Throughout the
course, they are learning critical new content and ways of viewing traditional
marketing content that will be required for effective leaders of the future.
Most participants are inherently interested in services marketing because of
their personal experiences as service consumers and providers. We integrate such
an “active learning” approach very effectively into the services marketing
course since participants’ past services experiences allow them to construct new
knowledge fairly easily based on existing situations within your company.
Learn more on our
The above complete Executive Program can also be broken down into separate
modules and each module can be taken individually according to the requirements
of the company. Example of Course Sessions (eg. half-day each session)
What is so special about the
Marketing of Services?
Listening to Services
Requirements – Understanding Service Customer Expectations
Marketing Research in Services
Building Customer Relationships
Designing the Right Service
Format – Building a Service Blueprint Map and KPIs
Delivering to Chosen Service
Format – The Moment of Truth – Aligning Staff, Customer and Technology
Matching Service Performance to
Promises – The 16 Winning Steps to Integrating Services Marketing
Contact our Center for further
information about this course.....