Marketing and Developing Services
Course facts
- Payment: Free to learn, certificate paid
- Credits: CPD Credits
- Learning style: Self-paced, start anytime
- Format: Video Based
- Video access: Streaming Only
- Refund: Conditional Refund
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Learn to assess service opportunities with SWOT and feasibility studies, segment a market, plan new services and spot gaps in service quality.
Services such as pet care, grocery delivery and domestic help succeed when they meet a real need and then deliver what customers were led to expect. The lessons show how to spot an opening in a market, test it with a SWOT analysis and feasibility studies, and shape a new offering around a core service and its supplementary extras. The later lessons turn to how customers choose and use services, and how the gap between what customers expect and what they receive is tracked.
What You Will Achieve
- Run a SWOT analysis and marketing and technical feasibility studies to judge whether a new service opportunity is worth pursuing
- Divide a market using bases of segmentation and decide which customers a service should target
- Map the six stages customers follow when they purchase and consume a service
- Use the Gap model and the five quality dimensions to find where delivery falls short of customer expectations
Program Overview
Marketing a Service: Opportunities, Segments and Research
How a service business reads its market, weighs new opportunities and decides where to position itself against competitors.
- The services marketing process and the 7Ps of the marketing mix
- SWOT analysis and marketing and technical feasibility studies
- Market segmentation, targeting and positioning
- Services marketing research
Service Consumers, New Services and Quality
How customers behave when buying services, how a new service is developed, and how its quality is judged against what customers expect.
- Consumer behavior and the six stages of buying and using a service
- The nine stages of new service development
- The core service, its four attributes and eight supplementary services
- Customer requirements, the Gap model and five dimensions of service quality
Certificate Awarded (Paid)
Pass the course assessment to earn it. The course is free to study; the certificate is optional and has a fee.
Job Outlook
These skills apply wherever a business sells a service and has to find its customers, shape what it offers and keep delivery in line with what people expect, including marketing teams and new service ventures.
- Marketing Manager
- Marketing Specialist
- Market Research Analyst
Good for: Service business owners and marketing staff who want a structured way to find, plan and improve a service offering.
Keep in mind: It centers on service businesses, using frameworks built for services such as the 7Ps, the Gap model and the five dimensions of service quality.
Bottom line: A focused look at how service businesses find openings, design new offerings and narrow the gap between what customers expect and receive.
Frequently Asked Questions
What role do the 7Ps of the marketing mix play here?
The 7Ps open the course as a set of levers meant to steer customers toward your goods and services rather than a competitor's. They are taught alongside the SWOT analysis, so both tools can feed early business decisions.
Which dimensions of service quality does the course use?
It works with five dimensions of functional service quality: reliability, assurance, tangibles, empathy and responsiveness. These sit next to the three types of customer requirements and the five gaps of the Gap model, which track how delivery differs from expectation.
What kinds of services does the course have in mind?
The course points to small everyday conveniences, such as pet care, grocery delivery and domestic services, that give people more time for themselves, and treats meeting needs like these as the starting point for developing a new service.
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