Services Marketing The Marketing Association Of Australia And New Zealand

Hi my name is Bill and I found I had enough of the irregular time at uni and the administrative nonsense that seemed more important than helping me to learn. So I have been trying the MAANZ course.

Bill
Sydney

I would like to thank MAANZ for their outstanding learning resources. Your online courses have helped me refresh my skills, learn new skills and formalise skills that I have learnt "on the job". The MXpress courses provide people with an affordable and flexible means for pursuing further study. The course material is of an exceptional standard. I found it interesting to read, useful and relevant. I would also like to thank MAANZ for their support and exemplary customer service.

Darren Tollemache
Kingsford

Excellent and truly useful notes on marketing planning. Very good value!

Bianca Young
Perth

A Regional Association with a Global Perspective

» Education, Training and Development » Marketing Courses - MXpress » MXpress Courses by Subject » Services Marketing


Introduction to Services Marketing	AUD $75.00 Member price AUD $67.50

20-30 pages of notes (plus PowerPoint presentation)

Customer-Perceived Service Quality	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: Why Bother about Service Quality? Quality Does Not Cost-A Lack of Quality Does; Reasons Why Quality Improvement Processes May Fail; A Service Quality Management Framework; Services Have to Be Designed; Gap Analysis; Managing the Quality Gaps; The Gronroos-Gummesson Quality Model; Lessons of the Contemporary Service Quality and Quality Management Research

Customer Service	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 22 Pages of Reference Notes highlighting the following: Customer Satisfaction, Perceptions and Expectations; Linking Perception, Expectations and Satisfaction; Customer Service as a Strategic Function; Customer Service as a Process; The Service Encounter; Customer Satisfaction and Loyalty; Stages of the Development of Operational Customer Service; Customer Complaints; Reasons Why Customers Complain; Managing Buyers; Selecting and Training Customers; Managing Waiting Time; Barriers to Achieving Results; Service Failure and Recovery; Customer Retention; Service Guarantees

Developing a Service Marketing Plan and Strategy	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 36 Pages of Reference Notes highlighting the following: Marketing Plans For Services; Developing a Service Strategy; The Key Factors of Strategic Planning; Analysis for Services Marketing; The Marketing Audit; The Search for a Sustainable Competitive Advantage (SCA); Developing the Organisational Structure; Development of the Provider Service Marketing Strategy; Generic Strategies; Direction 14 Goals and Objectives; The Strategic Services Vision; Nine common components of mission statements; Competition and Co-operation; Identifying the Competition; A Multi Service Product Strategy; Segmentation and Targeting Strategy; Positioning the Service Product; The Competitive Differentiation of Services; The Service Marketing Mix Strategy; Service Brand and Image Strategy; Creating Service Brands; Implementation - Marketing Programs; Monitoring, Control and Review

Introduction to Marketing Services	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 40 Pages of Reference Notes highlighting the following: The growing awareness of services in all sectors; The Importance of Service; Defining services; What is a service - Really? Are services Really different? The Newer/Alternative View; Is a Cup of Coffee a Service? Types of Services; Classifying services; Service Marketing Mixes; Service: Adding value to products; Marketing, Exchange and the Value Concept; Creating and Configuring Value; How do Buyers Determine Value? The Traits of 'Excellence'; Marketing Service Environments; Servicescapes; Dramaturgy

Service Buyer Behaviour and Market Segmentation	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 40 Pages of Reference Notes highlighting the following: Service Buyer Behaviour; The Decision Making Process; The Stimulus; Problem Awareness; Information Search; Evaluation of Alternative; Decision Making; The Consumption Stage; Post-purchase Use and Evaluation; Motivation; Key Influences on Buying Behaviour; Purchasing service products versus purchasing goods; Special service purchase considerations - Perceived Risk; Risk and Brand Loyalty; Special service purchase considerations - Co-production/performance; Special service purchase considerations - Investment costs; Service Needs and Buying Motives; The Purchase-Consumption-Evaluation Process; Pre-consumption stage; Purchase; Consumption; Post-consumption; The Perceived-Control Perspective; Search, Credence and Experience Qualities; Customer Expectations of Service; Fuzzy expectations; Explicit expectations; Implicit expectations; Managing Expectations; Zone of Indifference'; Group Decision Making; Change-over/Disposal costs; The Importance of Evidence in Decision Making; Attitudes and Buying Behaviour; The multiple image concept; Segmenting a Service Market;

The Services Environment	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 38 Pages of Reference Notes highlighting the following: The Role of Services; Non-Billable Hidden Services; A Customer Perspective; The Service Perspective; The Service Perspective as a Strategy; Service from a Customer Relationship Management Perspective; The Importance of Intellectual Capital in Services; Shareholder Value and the Service and Relationship Perspective; The Logic of Service Competition; The Nature of Services and Service Consumption; Managing the Service Offering; The Missing Service Product; The Value Proposition/Product; The Basic Service Package; Customer Participation; Managing Image and Communication and the Service Offering; The Role of Technology in Service Offerings; Developing and Managing Service Resources; Resource dilemma - capacity constraint; Organising for Market Orientation: Inverting the Pyramid; Internal Service Providers and Internal Customers; A Systems Model of Service Production; Developing Frameworks for Analysing Services

The Service Experience - Designing the Service Setting	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 22 Pages of Reference Notes highlighting the following: The Service Experience; Components of the Service Experience; Encounter Oriented Service Strategy; The Moments of Truth and Quality; Fulfilling Expectations; Rules of Service Competition; Quality Control; Modelling the Service Experience; The Services Marketing Mix; The Servuction Model; The Services Theatre Model; Service as a Performance; Services exist only during the enactment; A sequence of events; Tailoring the Service Performance; Mass Customisation or Individual Customisation? Scripting the Service Performance; Differentiating the Service Performance; Action standards; Support Systems: The Flower of Service Model; A Classification of Service Encounter Types; Duration of the service setting; Service setting as an efficient operational tool; The servicescape as workplace; Managing the Tangible Evidence; Managing the Intangible Evidence; Front-stage versus backstage decisions; The Development of Servicescapes; Perceptual Responses to the Environment; Visual Appeals; Sound Appeals; Scent Appeals; Cyberspace as the Service Setting; Designing the Service Setting - Blueprinting the Service Encounter/Delivery; Using Service Blueprints to Identify the Servuction Process; Customer participation; Identifying Fail Points

The Services Product and Service Distribution	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: The Services Product: The Service Proposition or Product Offer; Service Product Strategies; The Total Service Product Concept; Service Differentiation; Service Products Classified by Transaction Type; Design Problems of the Service Product; Designing the Interactive Process; New-Service Development; What is meant by a 'new service'? Service Product Extension; New Service Development Processes; Service Deletion; Physical Evidence and Services; Thinking of the Service as More Tangible; How to Tangibilise a Service - at least perceptually; A Means for differentiation; People as Part of the Service Product; High Contact and Low Contact Organisations; Internal Marketing; Delivering Value; Distribution for Services; Logistics or Physical Distribution; Channels - Using intermediaries in distributing services; The Middleman Function; Modes of Distribution; Location and Channel Choice; Innovations in Methods of Distributing Services; A Single Channel or Multiple Channels of Distribution?

Customer- Provider Interaction	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 12 Pages of Reference Notes highlighting the following: The Customer as Individual and Group; Needs, Wishes, and Expectations; Customer Segments and Target Groups; Relating the Service Package to the Consumption Process; The Service Production System; The Interactive Part; The Impact of the Support Part; Components of the Service Production System Behind the Line of Visibility; The Service Production System in a Network of Systems; Analyzing and Planning the Service Production System; Fitting the Performance of the Quality-Generating Resources to the Service; Consumption Process; The Blueprinting Model

Customer Satisfaction	AUD $75.00 Member price AUD $67.50

This is a very good course about the development and implementation of marketing plans. . There are 50 pages of notes supplemented with a PowerPoint presentation. The unit contains the following topics: Customer Satisfaction; The Service Crisis; The Service Conundrum; Roots Of The No-Service Economy; Short-Term Economics; Technology; Rising Demand, Falling Supply; Rising Expectations; Statistics; Tunnel Vision; Searching For A Definition; Creating A New Definition; Service As A Weapon; Saving Money; The Final Score; Leapfrogging; Backfires; Strategy; Who Needs A Strategy?; Service Capacity; Service Costs And Service Value; The Cost And Value Of Customers; Finding Out What Customers Expect; Asking The Right Questions; Honing The Strategy; Expectations;

Customer Satisfaction, Perceptions and Expectations	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 32 Pages of Reference Notes highlighting the following: Customer Satisfaction, Perceptions and Expectations; What is Satisfaction?; Distinguishing between satisfaction and quality; Linking Perception, Expectations and Satisfaction; Customer Service as a Strategic Function; Customer Service as a Process; The Service Encounter; Customer Satisfaction and Loyalty; The Role of Satisfaction; Stages of the Development of Operational Customer Service; Influences on Satisfaction Evaluations; Involvement and Satisfaction/Dissatisfaction; Satisfaction with Services; Perceived Service Quality versus Customer Satisfaction; Customer Complaints; Reasons Why Customers Complain.; Customer Complaining Behaviour; Customer Service - Managing Buyers; Service Customers and Their Behaviour; Customer-to-Customer Interactions; Customer-To-Employee Interactions; Selecting and Training Customers; Managing Waiting Time; Managing Difficult and Uncooperative Customers; Developing a Customer Service Culture; The Importance of Climate and Culture in Service Organisations; Managing Relationships Requires a Service Culture; Developing a Service Culture: Barriers and Opportunities; Barriers to Achieving Results; Service Oriented Management and Leadership; Service Training; Customer-Relationship Management (CRM) in Services Marketing; Customer Relationship Management; Gaining Customer Commitment; Relationship Quality; The Analysis of Relationship Quality; Perceived Quality in a Relationship Framework; Service Failure and Recovery; Service Recovery; Steps to Service Recovery; Customer Retention; The Benefit of Customer Retention; Is It Always Worthwhile to Keep a Customer?; Defection Management; Emerging Customer Retention Programs; Relationship Marketing; Service Guarantees; Service Guarantees; Good Service Guarantees;

The Marketing of Service Products	AUD $75.00 Member price AUD $67.50

Introduction to Services Marketing Full Power Point Lecture plus 38 Pages of Reference Notes highlighting the following: The importance of service; What is a service? Are services different (?)The common approach - Differentiating services; Other Views of Services; Services are co-created; A greater need to manage demand; Service reputation may be individually specific; Other possible classifications of services; A more useful concept is needed; Service Sector or Facilitating Services Sector Activities; Why Customers Switch Services; Physical evidence and services; Internal marketing; Branding Services; Service product extension; Auxiliary product dimensions - the additional 3 P's 18; High and low contact organisations; Service Quality; Image and Perception; Managing Expectations; Service and Customer Expectations; The Service Encounter; Moments of Truth and Quality; Service Quality and SERVQUAL; Evaluation and control of service performance; The Gap Analysis Approach; Marketing for Not-For-Profit Service Organisations; Marketing mix for not-for-profit services

Dissatisfied Customers	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 12 Pages of Reference Notes highlighting the following: For the most part, when one thinks of buyer dissatisfaction, a picture comes to mind of the solitary shopper attempting to oppose large, well-financed corporations. It is an image of the individual against the business system trying to overcome high prices, confusing product claims, sales inefficiency, and sometimes dishonesty. This picture is beginning to change. Dissatisfied Customers; Individual Responses To Dissatisfaction; Take No Action; Trade Elsewhere; Work With Company Representatives; Take Legal Action; Group Approach To Dissatisfaction: Consumerism; Development Of Buyer Cooperation To Solve Problems; Period Of Public Awareness; Period Of Buyer Achievement; Consumerism Today; Types Of Buyer Organisations; Objectives Of Consumerism; Tools Of The Buyer Movement; Current Sources Of Buyer Dissatisfaction; Economic Issues; Social Issues; Issues Of Business Ethics; What Consumerism Has Accomplished; Buyer Bill Of Rights; Right To Safety.; Right To Be Informed.; Right To Choose.; Right To Be Heard.; Increased Buyer Awareness In Business; Future Of Consumerism;

Importance of Customer Service	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture notes plus 45 Pages of Reference Notes Nature of Customer Service; Relationship of Customer Service to Marketing; Customer Service as a Product; Meaning of Customer Service; Types of Customer Service; Definitions of Customer Service; Importance of Customer Service in Logistics; Customer Service Factors; Food Industry Example of Customer Service Factors; Importance of Inventory Levels and Order Cycle Length to Customer Service; Order Cycle Length and Consistency.; A Theoretical Note on the Service-Cost Relationship; Summary; Customer Service Elements; Time; Order Transmittal.; Order Processing.; Order Preparation.; Dependability; Safe Delivery.; Correct Orders.; Product identification; Communication; Convenience; Establishing a Customer Service Policy; Customer Surveys.; Modeling Approaches.; Experiments and Simulation.; Backorder Costs.; Determining the Expected Cost of Stockouts.; Determining the Optimum Level of Service;

Interaction in the Service Encounter	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture notes plus 17 Pages of Reference Notes Types of encounters; The human service encounters. an overview; The rules of the game'; Role; Script; Script generation; Scripts for service jobs; The critical Incident technique; Satisfactory and unsatisfactory encounters; Encounters of more than human proportions; The importance of body language;

Marketing of Service Products	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture notes plus 35 Pages of Reference Notes The Service Economy; Introduction; Services and Output; Services and Consumption; Services and the Balance of Payments; Reasons For The Growth Of The Service Economy; The Lag in Growth in Labour Productivity in Services; The Growth in Intermediate Demand from Firms; The Growth in Final Demand from Consumers; Reasons for the Growth in Service Industries; The Service Economy and Marketing; What Are Services?; Historical Development; Marketing Approaches to Services; Definitions; Characteristics Of Services; Intangibility; Inseparability; Heterogeneity; Perishability; Ownership; Classifications Of Services; The Nature And Characteristics Of Services; Growth and Importance of Service; Characteristics of Service; Classification Of Services; Developing Marketing Strategies For Services; Product; Promotion; Price; Strategic Considerations; Non-Business Marketing; Why is Non-business Marketing Different?; Non-business Marketing Objectives; Controlling Non-business Marketing Activities;

People and Services	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 13 Pages of Reference Notes highlighting the following: The Service Organisation and its Personnel; High Contact and Low Contact Organisations; Technical Quality; Functional Quality; Maintaining and Improving Service Personnel Quality and Performance; Selection and Training of Service Personnel; Internal Marketing; Using Practices to Obtain Consistent Behaviour; Ensuring Consistent Appearance; Reducing the Importance of Personal Contacts; Complaint Systems; Customer Satisfaction Surveys; Customers as Producers of Services; Customers as Users of Services

Physical Evidence and Services	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 10 Pages of Reference Notes highlighting the following: Role of Service Evidence; Peripheral Evidence; Essential Evidence; Managing the Evidence; Make the Service more Tangible; Make the Service Easier to Grasp Mentally; The Design of a Service Environment; Creating the Ideal Environment; Influences upon Image Formation; Physical Attributes; Atmosphere

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