Undergraduate Certificate in Service Marketing Explorer
-- ViewingNowThe Undergraduate Certificate in Service Marketing Explorer is a compact yet powerful course designed to equip learners with essential skills for success in the service industry. With a focus on the unique challenges and opportunities of service marketing, this certificate course covers topics such as customer relationship management, service quality assessment, and service blueprinting.
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โข Introduction to Service Marketing: Understanding the unique aspects of services and how they differ from physical products. This unit covers the service marketing mix (7 Ps) and the importance of customer satisfaction in service businesses.
โข Customer Relationship Management (CRM): This unit will focus on the strategies and tools used to manage customer relationships in service businesses. Topics include customer segmentation, customer loyalty, and the use of technology in CRM.
โข Service Quality and Measurement: Understanding the importance of service quality and how it can be measured and improved. Topics include service blueprinting, customer satisfaction surveys, and service recovery.
โข Service Design and Innovation: This unit covers the principles of service design and how they can be used to create new services or improve existing ones. Topics include service dominant logic, service scenario planning, and service prototyping.
โข Marketing Communications in Services: This unit will focus on the unique aspects of marketing communications in service businesses. Topics include word-of-mouth marketing, online reputation management, and customer engagement.
โข Pricing Strategies for Services: Understanding the various pricing strategies that can be used in service businesses and how to choose the right one. Topics include value-based pricing, cost-plus pricing, and dynamic pricing.
โข Ethics in Service Marketing: This unit covers the ethical considerations that are specific to service marketing. Topics include privacy, truth in advertising, and fair competition.
โข Global Service Marketing: Understanding the unique challenges and opportunities of marketing services in an international context. Topics include cultural differences, global branding, and market entry strategies.
โข Service Operations Management: This unit will focus on the operational aspects of service businesses, including capacity management, queuing theory, and process improvement.
โข Service Analytics: Understanding the role of data and analytics in service marketing. Topics include data collection and analysis, customer segmentation, and performance measurement.
โข Digital Service Marketing: This unit will focus on the role of digital technology in service marketing. Topics include social media marketing, search engine optimization, and mobile marketing.
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