Background 

Services are an increasingly important area for our economy. In many instances, the service industry even accounts for more employment than other mode of industry. Also, an increasingly market-oriented trend has been prevailing in service-providing organisations. Yet the service industry do have certain characteristics which differentiate them from the usual business operations. Accordingly, the successful marketing and delivery of services require a peculiar approach not really covered by the traditional marketing discipline.
By the same token, modern marketing approaches have been required by not-for-profit organizations in order to arrive at a positive surplus for their income and the prices charged over the cost of operating. The aim to make a profit by generating income exceeding expenditure is a form of ‘piggy-backing’ leading to continuous survival.
* There has been a lack of tailor made marketing training for the practitioners of the above industries in Hong Kong so far.

 Course objectives 

• To equip marketing personnel in the service industry with the marketing knowhow to create competitive edge vis-a-vis their competitors.
  
• To ensure the practitioners in the not-for-profit organizations are running a ‘non-loss’ operations.
  Who should attend
• All executives in the service industry
  

 Methodology 
A mix of lectures, case study, exercises and group discussion

  Course outlines 

• Characteristics of services marketing
  
• The marketing strategies for service industry
  
• The importance of human assets and service quality as an edge
  
• Characteristics of not-for-profit marketing
  
• The application of marketing in the not-for-profit sector
  
• Relationship marketing

Duration : One and a half day
Medium of Instruction : Cantonese supplemented with English