Services Management introduces the topic of:
- managing business services
- how to make business services more effective and efficient
- how businesses can achieve excellence in customer relationships

You will then learn:
- how businesses can use marketing elements to shape demand patterns for a service
- about consumer behavior
- how to develop an effective positioning strategy for a business service
- how to use positioning maps to analyze competitive strategy
- about branding and what is meant by a 'brand'

Finally, the course describes the service innovation process and how building quality into services improves their efficiency and effectiveness.

2 hours | Multiple files | Workbook