Service industries dominate most advanced economies and a growing number of service organisations compete in the global market. Managers working in the service industry – for example, those working in the financial, retailing, hospitality and public sectors – will find the services approach to marketing particularly relevant in planning and implementing marketing strategy.

Service organisations differ in key respects from manufacturing organisations. This course develops an appreciation of how service marketing systems operate, addresses service-related issues such as service design, capacity management and customer relationship management. It is intended to increase managers’ capability for innovative development and implementation of marketing strategy in the service environment.

Topics covered

  • Distinctive aspects of services management.
  • Customer involvement in service processes.
  • Managing service encounters.
  • Customer behaviour in service settings.
  • Positioning a service in the marketplace.
  • Targeting customers, managing relationships and building loyalty.
  • Complaint handling and service recovery.
  • Creating services and adding value.
  • Designing service delivery systems.
  • Pricing services.
  • Communicating to customers.
  • Enhancing value by improving quality and productivity.
  • Balancing demand and capacity.
  • Managing customer-contact personnel.
  • Organising for service leadership.
  • Developing strategies for transnational operations.
  • You read on distance and can take the exam at another location in the world.
  • You will receive an international certificate from one of the world's leading universities.
  • You get a solid material.
  • You get strong support through the web.
  • You turn knowledge directly into “business in practice”.
  • You get academic credits and the benefit of the wider international studies (MBA, MSc and DBA).



MBA education has been very stimulating and gave me the tools to apply the knowledge practically in the workplace. The flexibility to learn on distance fits perfectly with a job that involves lots of travelling.

Marie Lobéus, MBA, CFO, Hoist Technology AB


This training has far exceeded my expectations. Hugely inspirational speakers, good material, combined with a demanding level of education means that I can really recommend this MBA.

Henrik Jonsson, MBA Commercial Manager The Phone Hourse AB


More references...

+46 8-544 715 70


Manager and key persons


Level 7 (according to the EU framework)


About 200 hours. You will receive an international certificate from one of the world's leading universities, Heriot-Watt University. 10 ECTS (European Credit Transfer System) Credits.

Entry condition

Bachelor degree or equivalent.


Distance learning starts individually.

  • SEK 13.000 excl VAT.
  • Examination fee is not included.