Location

Community Services & Continuing Education - Cairo

Objectives

• This course is based on the premise that the marketing of services has a separate and distinct corpus of knowledge and management/operational challenges that differ from traditional goods marketing practices. The course will try to clarify these differences and provide the student with near or virtual hands-on practice to equip him or her to pursue an entry-level position in the services marketing business sector.

Outcomes

At the end of the course the student will have an understanding of the service economy, the nature of services, assessing business opportunities, segmenting and targeting the market, buyer behaviour, services design, quality management, marketing communications, service delivery, pricing, employee relationship management,customer relationship management and brand management.

Course Contents

1: Service economy and the nature of services.2: Assessing business opportunities.3: Buyer behaviour.4: Understanding customer requirements.5: Quality management.6: Service design and development.7: Marketing communications.8: Service delivery channels.9: Service delivery: Physical evidence.10: Service delivery: Employee roles.11: Service delivery: Customer roles.12: Pricing.13: Brand management.14: Managing performance and growth.