سنة أولى ماستر تسويق الخدمات

📘 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