Marketing and Developing Services: opportunities and needs | Alison

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Marketing and Developing Services

Learn how to identify marketing opportunities for your service business with the techniques taught in this free course.

Free Course
This free online marketing course will teach you how you can conduct effective research to understand the needs of your customers, and manage your brand. In this course you will learn a range of strategies and techniques for developing new services, understanding customer needs, analyzing different business environments, and identifying marketing opportunities. Take this free online course today and grow your marketing abilities.
  • Duration

    4-5 Hours
  • Certification

  • Mobile Friendly

  • Publisher

  • Accreditation






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This course will first introduce you to the 7Ps of the marketing mix for service. These are designed to guide consumers to choose your goods and services rather than those of your competitors. You will then look into the SWOT matrix of strengths, weaknesses, opportunities, and threats. You will learn how to evaluate a business opportunity which should prevail over a long period of time, as well as conduct marketing and technical feasibility. The course will also cover the most important types of market segmentation.

Next, you will look into the six stages of how customers purchase and consume services, as well as the nine stages of new service development. The course will then discuss the Core Service, including its four attributes and eight supplementary services. You will study the three types of customer requirements and the five gaps in the Gap Model of service quality. You will also study the five dimensions of functional service quality.

People are always looking for small conveniences such as pet care, grocery delivery, and domestic services that will give them more time for themselves. Developing a new service should address these needs. This course will help business professionals examine consumers' behavior so that they can effectively meet these consumers' needs. This will be a great set of knowledge and skills for business entrepreneurs and marketing managers who want to drive the achievement of their company's business goals. So why wait? Check out your next course, today.

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Learning Outcomes

Having completed this course you will be able to:

  • Describe the different types of services marketing processes.
  • Explain how to conduct a SWOT analysis of a company.
  • Explain how to analyse new business opportunities.
  • Discuss the different bases of segmentation.
  • Describe the six stages in which customers purchase and consume services.
  • Describe the nine stages of new service development.
  • Discuss the eight supplementary services.
  • Discuss service quality in relation to customer expectations.
  • Describe the five service gaps in the gap model of service quality.


All Alison courses are free to enrol, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire an official Certificate, which is a great way to share your achievement with the world. Your Alison Certificate is:

Ideal for sharing with potential employers - include it in your CV, professional social media profiles and job applications
An indication of your commitment to continuously learn, upskill and achieve high results
An incentive for you to continue empowering yourself through lifelong learning

Alison offers 3 types of Certificates for completed Certificate courses:

Digital Certificate - a downloadable Certificate in PDF format, immediately available to you when you complete your purchase
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All Certificates are available to purchase through the Alison Shop. For more information on purchasing Alison Certificates, please visit our FAQs. If you decide not to purchase your Alison Certificate, you can still demonstrate your achievement by sharing your Learner Record or Learner Achievement Verification, both of which are accessible from your Dashboard. For more details on our Certificate pricing, please visit our Pricing Page.


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