Service Marketing Management

About This Training Program



Services marketing refers to the process of promoting and delivering intangible products or services to customers, aiming to meet their needs, satisfy their expectations, and create positive experiences. Unlike tangible products, services are characterized by their intangibility, perishability, variability, and inseparability from the service provider. Services marketing involves a unique set of strategies and challenges that differ from marketing physical goods.

Key aspects and characteristics of services marketing include:

  • Intangibility: Services cannot be seen, touched, or stored like physical products. Customers purchase the promise of a service experience, making it challenging to convey its value before consumption.
  • Perishability: Services cannot be stored for future use. If a service is not utilized when it is available, the opportunity to sell that particular service is lost.
  • Variability: Services are often produced and delivered by people, leading to variations in quality from one interaction to another.
  • Inseparability: The production and consumption of services often occur simultaneously, meaning customers are directly involved in the service delivery process.
  • Customer Participation: Customers are active participants in the service process, influencing the outcome through their interactions with service providers.
  • Service Quality and Customer Satisfaction: The quality of service and the satisfaction of customers play a crucial role in building long-term relationships and creating loyal customers.

Effective services marketing involves understanding customer needs and expectations, designing service offerings to meet those needs, and ensuring consistent and exceptional service delivery. The service marketing mix, often referred to as the 7Ps, includes:

  1. Product (Service) Offering: Defining the core service and any supplementary services that accompany it to create a comprehensive offering.
  2. Price: Determining the pricing strategy, considering the value perceived by customers and the costs involved in delivering the service.
  3. Place (Distribution): Deciding on the appropriate distribution channels through which the service will be delivered to the target customers.
  4. .Promotion: Promoting the service to the target audience through advertising, public relations, and other communication channels.
  5. People: The people involved in service delivery, including frontline staff and support personnel, play a vital role in shaping the customer experience.
  6. Process: The processes and procedures involved in delivering the service, ensuring efficiency and consistency.
  7. Physical Evidence: The tangible elements that support the service experience, such as the service environment and branding.

Services marketing also heavily relies on customer relationship management (CRM) to build and maintain strong relationships with customers, as well as on data analytics to gather insights into customer behavior and preferences.

Successful services marketing requires a customer-centric approach, continuous improvement of service quality, and a focus on building long-term customer loyalty and advocacy.


  • The Role of Services in an Economy and the Nature of Services
  • Services Strategy
  • New Service Development and Technology
  • Services Quality
  • Services Facility Location
  • The Service Encounter
  • Managing Supply and Demand
  • Managing Waiting Lines
  • Managing Capacity and Demand
  • Managing Service Supply Chain
  • Managing Facilitating Goods
  • Managing Service Projects
  • International service management
  • Internationalisation of services
  • Current issues in service management

Who Should Attend

The Services Marketing program is designed for managers and professionals working in service-based industries or those responsible for marketing and managing services within their organizations. The program aims to equip participants with the necessary skills and knowledge to effectively promote and deliver services, enhance customer experiences, and drive business growth. The ideal attendees for this program may include:

  • Service Managers: Managers who oversee the delivery of services in various industries, such as hospitality, healthcare, financial services, telecommunications, and more.
  • Marketing Managers: Marketing professionals responsible for developing and implementing marketing strategies for service offerings.
  • Customer Experience Managers: Professionals focused on improving customer experiences and satisfaction levels in service environments.
  • Business Development Managers: Individuals responsible for identifying new opportunities for service innovation and expansion.
  • Entrepreneurs and Business Owners: Those who run service-based businesses and want to gain insights into effective services marketing practices.
  • Sales Managers: Managers in charge of sales teams working with service offerings.
  • Customer Service Managers: Managers overseeing customer service departments, who want to improve service recovery and customer retention strategies.
  • CRM Managers: Professionals handling customer relationship management and seeking to optimize customer interactions.
  • Operations Managers: Managers responsible for streamlining service processes and ensuring efficient service delivery.
  • Professionals in Training and Development: Individuals involved in training service employees to deliver high-quality customer experiences.

Participants from both small and large organizations can benefit from the program, regardless of the specific service industry they operate in. The program's content can be tailored to suit the attendees' industries and roles, making the learning experience more relevant and applicable to their daily responsibilities.

The diverse group of attendees allows for fruitful discussions, sharing of experiences, and gaining perspectives from various service sectors, contributing to a more enriching learning environment for everyone involved.

Benefits of Attending

Attending a Services Marketing program can offer numerous benefits for managers and professionals working in service-based industries. Some of the key advantages include:

  • Enhanced Service Marketing Skills: Participants gain a comprehensive understanding of services marketing concepts, strategies, and best practices. They learn how to effectively market and promote intangible services, addressing the unique challenges posed by service industries.
  • Improved Customer Experience: By learning about customer behavior in services and service quality management, attendees can enhance the overall customer experience. Satisfied customers are more likely to become loyal and advocate for the business, leading to increased customer retention and positive word-of-mouth.
  • Innovative Service Offerings: The program covers service innovation and new service development, helping participants identify opportunities to create unique and compelling service offerings. This can lead to a competitive advantage and increased market share.
  • Better Service Delivery Management: Managers learn how to optimize service delivery processes and channels, ensuring efficient and consistent customer interactions. Effective service delivery can lead to increased customer satisfaction and operational efficiency.
  • Improved Customer Relationship Management (CRM): Participants gain insights into CRM strategies for building strong and long-lasting relationships with customers. Utilizing technology and data, they can personalize interactions and tailor services to individual customer needs.
  • Enhanced Service Recovery Skills: Attendees learn how to handle service failures and customer complaints effectively. Turning dissatisfied customers into loyal advocates through service recovery can boost customer loyalty and brand reputation.
  • Data-Driven Decision Making: The program covers data analytics in services marketing, enabling managers to make informed decisions based on customer insights and market trends. Data-driven strategies can lead to better marketing ROI and resource allocation.
  • Networking Opportunities: Participants have the chance to network with peers from different service industries. This allows them to exchange ideas, share experiences, and learn from diverse perspectives, fostering professional growth and building valuable connections.
  • Creation of Comprehensive Marketing Plans: By the end of the program, managers can develop a well-structured services marketing plan tailored to their organization's goals and target markets. This plan serves as a roadmap for implementing effective marketing strategies.
  • Career Advancement: Attending a specialized Services Marketing program can enhance participants' professional credentials and make them more valuable to their organizations. It can open up new career opportunities and potentially lead to career advancements.
  • Stay Updated with Industry Trends: Services marketing is a dynamic field, and the program keeps participants updated with the latest trends, technologies, and best practices in the industry.

Overall, attending a Services Marketing program empowers managers with the knowledge and skills to navigate the challenges of service-based industries successfully. It empowers them to create customer-centric marketing strategies, drive business growth, and achieve organizational objectives.



Online Registration is now Available! Choose the dates and locations that most suit you from the table below and click Register.

From To Location Fee Register

The program fee includes lunches, program material (presentations, cases and articles on USBs), coffee/tea etc. (accommodation and transport not included)

This Training Program in Your Company?

By taking into account the company's specific needs, The Management Centre can organise this or any other programs for a group of attendees/executives at a date and location of their choices. For more information, please contact us.


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