$ 97.00   USD
  • Course Code:  OLL08

  • Term:  Open

  • Open for Enrollment

  • Self-paced

  • Course Author(s)
    Oxford Learning Lab

Original Price:   $ 97.00   USD
Marketing translation38

Service Marketing


Marketing / Marketing Fundamentals



Service Marketing


In this course, Service Marketing guru Laurie Young focus on making people think about the importance of selling services in today's economy. The topics, From Product to Service, New Service Design and Marketing Technology as a Service are one of the most complete guides in the field. You will end up with a strong knowledge of service marketing and the practical implications of it.


Target Audience


Intermediate to Advanced Marketing Professionals


CIM Students

MBA Students

Consultants and anybody that needs a deeper knowledge of Service Marketing


From Products to Services


What do companies like IBM, HP, Unisys, GE, Ericsson, ABB, Michelin, and Nokia have in common? Despite working in very different industries and being of very different size and culture, they have all had to consider an important strategic issue. They have had to re-assess the importance of service to their business. With a product manufacturing heritage, most had seen service as a cost. For them it used to mean either the repair or support of equipment that had been sold to customers ("operational services") or advising them on how to use that equipment more effectively ("professional services"). Yet, following recent changes to the Western economies, there are very few sectors within them where service is not important to profit, customer relationships and growth. For instance, suppliers of domestic appliances and electronic entertainment products have learnt to increase product line profits through guarantees, extended warranty and maintenance. In retail, supermarkets now offer a range of services (such as insurance and legal help) in addition to consumer products. The car industry, on the other hand, having offered associated financial services for many years, has had to take the effect of "after care" on repeat purchase much more seriously. So, the senior managers of many manufacturing companies are now trying to create revenue and profit from service. Yet, this is a completely different type of business and involves massive change. It changes: operations, people management, finances, financial management, sales, brand strategy and marketing. In fact, there is very little which doesn't change when a product company seriously moves into the service industries. This presentation sets out to examine them and to find out what, from these companies' experiences, can be drawn into more generic lessons. 


New Service Design


The proactive creation of new products has been established practice for many years in a number of different manufacturing sectors. Leading organisations in those markets where this approach to new product innovation is a critical business skill have developed highly sophisticated processes which are managed at a senior level in the company. They aim to present many appealing new products to a fast changing market, knowing that at least some will be successful. As a result, the processes and concepts behind NPD are well-established and known to provide demonstrable value. Research has shown, for example, that a new product design process reduces both the risk of product failure and the costs of innovation.


Marketing Technology As a Service 


Despite the fact that technology networks are the foundation of much of modern society, the services provided by technology companies and utilities have been a relatively neglected area of study. Books and conferences have been held on the marketing of consumer services, hospitality services, financial services and professional services. Very little, though, has been said about marketers who routinely deal with the work of engineers. Yet they include some of the largest and most famous businesses in the world: IBM, BT, Fujitsu, Ericsson, Michelin, Virgin, Nokia and HP. Marketing in technology sectors has been generally erratic and inconsistent. In some businesses it is depressingly tactical. Marketers with little experience, and even less professional training run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the market each quarter. Many work on an unchallenged assumption that markets are fast changing and that customers only want least cost. Yet this industry has liberated human imagination in the internet and convinced the world that they must have a pc and a mobile phone. Some of the leading firms in it are now turning their attention to services.




Oxford Learning Lab, Professional Marketing Courses by Top Experts


Oxford Learning Lab is an online provider of Marketing & Business Strategy education.


All the courses have been created under the supervision of Oxford College of Marketing, a Chartered Institute of Marketing (CIM) centre of excellence. Each course has been developed in collaboration with leading experts who have a proven academic or consultancy experience in their field. You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick , Aston and Portsmouth to mention just a few. Some of them consult for FTSE 100 and Fortune 500 companies.


Our courses have been created to help you to quickly grasp complex marketing concepts, from Marketing Planning and Segmentation to Social Media Marketing and Analytics, to mention a few.


All the courses are divided into byte-size chunks of information which are easy to absorb. This means if you do not have enough time, you will find that by dipping in and out of the videos a few minutes each day, whenever you can, your understanding of marketing will be transformed.


Instructor Biography


Laurie Young


Laurie Young, MBA, DipM, FCIM, is an internationally recognised specialist in the marketing and selling of services, and one of the few independent advisers to the professions who has himself been a partner in a leading firm. Laurie’s career has included senior positions with BT, Unisys and PricewaterhouseCoopers, and he has also founded, built and sold his own consultancy company.


Laurie now divides his time between consultancy work (including teaching on the Executive Education Programme of Wharton Business School, University of Pennsylvania), public speaking and writing. As a consultant he assists senior executives and marketing professionals, providing guidance with the resolution of strategic marketing issues, brand strategy, new service design and client care programmes. Amongst Laurie’s recent assignments he has Chaired Fujitsu's ‘Customer Experience Management’ panel and is on the Innovation Board of Allen & Overy. Over the years his clients have also included Russell Reynolds Associates, Deloitte, Phillips, Lucent, Clifford Chance, Ericsson, Ingersoll Rand, Microsoft, the BBC, Cable & Wireless, American Express, Nokia and BDO Stoy Hayward.


A popular presenter, Laurie speaks at a range of events every year from in-company seminars to larger international conferences. He also enjoys writing and, in addition to contributed articles and expert comment in the national press, Laurie has had over a hundred articles on service marketing published in various trade journals.


Recent Publications:


Laurie has written chapters for edited books on the IT industry and has had three books published to date. Of these, Marketing The Professional Services Firm (Wiley, July 2005) combines deep knowledge of the professional services industry with sound service marketing theory, whilst From Products To Services (Wiley, April 2008) draws on case studies of many leading international companies to trace the steps manufacturing businesses go through to become successful service providers.


Laurie’s work is attracting increasing interest in Asia, with a Chinese language edition of From Products To Services being published in March 2009. His latest book, Marketing the Technical Services Firm, has been  published in early 2010.

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Service Marketing

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