📘 Course Title: Service Marketing – Master 1 (2025)
Number of Lessons: 10
Language: English
Lesson 1: How to Write a Research Proposal
Definition of a research proposal
Main components (Title, Abstract, Introduction, Problem Statement, Objectives, Methodology, Expected Results)
Tips for writing a clear and professional proposal
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Lesson 2: Introduction to Service Marketing
What is service?
Differences between goods and services
The 4 characteristics: Intangibility, Perishability, Variability, and Inseparability
Lesson 3: The Service Marketing Mix (7Ps)
Product, Price, Place, Promotion
People, Process, Physical Evidence
Importance in service industries
Lesson 4: Customer Expectations and Perceptions
What customers expect vs. what they experience
The role of service quality
Gap Model of Service Quality
Lesson 5: Managing Service Quality
Definition and dimensions of service quality
SERVQUAL model
Strategies to improve service quality
Lesson 6: Customer Relationship Management (CRM)
Importance of customer retention
CRM tools and strategies
Role of loyalty programs in services
Lesson 7: Technology and Service Delivery
Digital transformation in services
E-services and customer satisfaction
Role of AI and chatbots in service delivery
Lesson 8: Service Recovery Strategies
Handling customer complaints
Turning negative experiences into positive outcomes
The importance of apology and problem-solving
Lesson 9: Internal Marketing and Employee Role
Employees as internal customers
Training and employee engagement
Impact on service quality
Lesson 10: Trends and Future of Service Marketing
Personalization and customer-centric strategies
The rise of the experience economy
The role of sustainability in service industry
- Teacher: Amina BENHAMADI