Marketing enfocado en la estrategia de servicios
This course is part of Gestión de servicios: diseño de experiencias exitosas.
This comprehensive course explores the dramatic shift in the service sector in the 21st century and how it has transformed consumer behavior. As services now represent a significant portion of global GDP with continued exponential growth, understanding how to create value through service experiences has become essential. The course examines how advances in communications and technology have changed customer expectations, with consumers now demanding experiences that address their specific needs, problems, and preferences. Students will learn key strategies for service businesses to differentiate themselves from competitors, create customer value, and design strategies to build strong customer relationships. The curriculum integrates marketing strategies with operations and human resource management to create a holistic approach to service design. Through practical examples like Airbnb, Netflix, Spotify, Uber, and Andrés Carne de Res, students will develop observational, analytical, and creative skills necessary for designing successful service experiences. By the end of the course, participants will have acquired a comprehensive toolkit of conceptual models for professional success in services, along with the foundational elements needed to create their own service projects or join successful entrepreneurial teams.
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What you'll learn
Detect and analyze successful service experiences and create innovative services
Recognize the integration of marketing, human resources, and operations in service design
Understand how to create value propositions and build long-term customer relationships
Learn why customer and employee satisfaction is essential in services
Use tools like the Service Flower and CANVAS for creating successful value propositions
Integrate internal company strategy with external customer-facing strategy
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments
Access on Mobile, Tablet, Desktop
Limited Access access
Shareable certificate
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There are 5 modules in this course
This comprehensive course examines the rising prominence of the service sector in the 21st century global economy and its impact on business strategies. Students learn how changes in consumer behavior, driven by advances in communication technology, have created demand for innovative service experiences that address specific needs and preferences. The course covers essential aspects of service strategy, including how businesses can differentiate themselves from competitors, create customer value, and design strategies for building long-term customer relationships. It integrates marketing approaches with operations and human resource management to create a holistic framework for service design. Through analysis of successful service models like Airbnb, Netflix, and Uber, participants develop skills in observing, analyzing, and creating effective service experiences. The curriculum emphasizes practical applications and provides students with conceptual tools and models for professional success in the service industry, enabling them to either develop their own service projects or contribute to entrepreneurial teams.
Introducción: La preeminencia de los servicios en el mundo actual
Module 1
La generación de ventajas competitivas en servicios
Module 2
El proceso de decisión del consumidor
Module 3
La creación de valor para los clientes
Module 4
El rol del personal en servicios. La integración de la estrategia interna con la externa de la empresa de servicios.
Module 5
Fee Structure
Individual course purchase is not available - to enroll in this course with a certificate, you need to purchase the complete Professional Certificate Course. For enrollment and detailed fee structure, visit the following: Gestión de servicios: diseño de experiencias exitosas
Payment options
Financial Aid
Instructor
Dr. at the National University of Córdoba
Gerardo Heckmann holds a BA in Economics from the National University of Córdoba (UNC), an MBA from IESE (University of Navarra), and a PhD in Economics © from the National University of Córdoba (UNC).
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Frequently asked questions
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