Session<\/strong><\/td>Topic<\/strong> <\/strong><\/td>Outcomes<\/strong><\/td><\/tr>1<\/td> | New Perspectives on Marketing in the Service Economy\u2014Trends and Opportunities<\/td> | * Macroeconomics, Trends, and Opportunities * Distinctive Marketing Challenges Posed by Services * Categorization of Services <\/td><\/tr> | 2<\/td> | Consumer Behavior\u2014Managing and Understanding the Service Experience<\/td> | * The Three-Stage Model of Consumer Behavior Applied to Services * Customer Expectations The Service Delivery System * Theatre as a Metaphor for Service Delivery * Role and Script Theories Applied to Services <\/td><\/tr> | 3<\/td> | Marketing Mix I: The Service Product<\/td> | * Key Steps in Service Planning * Core and Supplementary Services The Flower of Service\u2014Adding Value via Supplementary Services * Branding of Services * New Service Development<\/td><\/tr> | 4<\/td> | Marketing Mix II: Distributing Services – Marketing Mix III: Pricing of Services and Revenue Management <\/td> | * Distribution Channels for Services * Type-of-Contact as Determinant of Channel Options * Global Distribution Systems * Objectives and Foundation for Setting Prices * Cost-based, Value-based, and Competition-based Pricing * Revenue Management * Ethical Concerns and Perceived Fairness of Pricing Policies<\/td><\/tr> | 5-6 <\/strong><\/td>Marketing Mix IV: Communications Mix for Services<\/td> | * Communication Strategies for Services * Branding and Communications<\/td><\/tr> | <\/td> | <\/td> | Midterm<\/strong><\/td><\/tr>7<\/td> | – Service Delivery I: Designing Customer Service Processes – Service Delivery II: Crafting the Service Environment<\/td> | * Blueprinting as a Basic Tool for Understanding and Managing Service * Processes * Service Process Redesign * Increasing Customer Participation * Balancing Demand and Capacity * Minimizing Perceptions of Waiting Time<\/td><\/tr> | 8<\/td> | Service Delivery III: Managing People for Service Advantage<\/td> | * Importance of Service Personnel * Conflicts in Boundary\u2014Spanning Roles and Implications of Role Stress * The Cycles of Failure, Mediocrity, and Success * Selection, Training, and Motivation of Service Staff * Service Leadership and Service Culture<\/td><\/tr> | 9<\/td> | Marketing Implementation I: Managing Customer Loyalty LTV, Loyalty Programs, and CRM<\/td> | * The Economics of Customer Retention * Managing the Customer Pyramid * The Wheel of Loyalty * Loyalty Programs * Customer Churn Diagnostics and Retention * CRM Strategies <\/td><\/tr> | 10<\/td> | – Marketing Implementation II: Complaint Handling and Service Recovery – Marketing Implementation III: Improving Service Quality and Productivity – Project Presentation<\/td> | * Defining and Measuring Service Quality * The Quality Model: Diagnosing Service Quality Failures * Tools for Analyzing and Addressing Service Quality Problems * Return on Quality * Defining and Measuring Service Productivity * Improving Productivity * Consumer Complaining Behavior * Principles of Effective Service Recovery Systems * The Power of Service Guarantees * Organizational Learning Through Effective Customer Feedback Systems * Analysis of Complaint\/Compliment Letters and Managerial Implications, Service Encounter Analysis\u2014Drivers of (Dis)Satisfaction, How to Get Loyal Customers <\/td><\/tr> | 11<\/td> | Project Presentation (cont\u2019d)<\/td> | <\/td><\/tr> | <\/td> | <\/td> | Final Exam<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":" Why study services marketing? The world economy is dominated by services. In the U.S. approximately 75% of the labor force, 70% of the GNP, 45% of an average family\u2019s budget, and 32% of exports are accounted for by services. This course will address the distinct needs and problems of service firms in the area of […]<\/p>\n","protected":false},"author":1,"featured_media":469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-management-diploma"],"_links":{"self":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts\/651","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/comments?post=651"}],"version-history":[{"count":14,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts\/651\/revisions"}],"predecessor-version":[{"id":1495,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/posts\/651\/revisions\/1495"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/media\/469"}],"wp:attachment":[{"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/media?parent=651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/categories?post=651"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stellarconsultingandtraining.com\/wp-json\/wp\/v2\/tags?post=651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}} | | | | | |