1. Service marketing overview
* The opportunities and challenges of service to all industries
* Concept of service marketing and its importance

2. Competition and customer analysis
* Market dynamics and competitive advantage
* Customer needs analysis
* Service consumption feature and requirements

3. Establishing service product concept
* Developing and creating service product
* Developing and creating service brand
* Developing value added service

4. Service product distribution
* The distribution in services environment
* Selecting the service delivery method
* Determining service delivery time and venue
* Delivering the service in the virtual world

5. Pricing
* Key to generate finance success
* 3 key factors of pricing strategy
* Executing the service pricing strategy

6. Communication in service marketing
* Roles of communication in service marketing
* Setting up communication objectives
* Marketing communication mix

7. Positioning within the competition
* Keeping focus is the basis to get competitive advantage
* Identifying the target segmentation and positioning
* Evaluating and reinforcing the product and service differentiation

8. Implementing the profitable service strategy
* Exploring the key to customer loyalty
* Developing and promoting the customer loyalty
* Reducing the customer loss
* Effective compensation principals
* Learning from customer feedback / complaints

9. Service leadership
* Integrated marketing is the core of value creation
* Change management of service marketing is constant and essential
* Creating unique service marketing culture within the organization

* Executives, marketing directors, marketing managers and account directors working in service industry, manufacturing industry and some consumer goods industry.