Service Marketing in Asia

09-13 April 2017

Course Fees: SGD$6,500 (inclusive of GST)




The Institute on Asian Consumer Insight and the Nanyang Business School at NTU is pleased to offer a course on Service Marketing in Asia.

A major challenge facing both product and service companies today is how to effectively differentiate their market offerings from competitors’ offerings. The increasing number and similarity of choices available to customers in many sectors (e.g., automobiles, personal computers, cell phones, banking, credit cards, hotels, etc.) imply that the quality of service delivered to customers is crucial for retaining them. Another significant trend is that a growing number of product companies are augmenting their product portfolios with services in an attempt to distinguish themselves from competitors and achieve long-term success.  An excellent example of such a company is IBM, which has successfully transformed and repositioned itself as a global provider of services. However, the challenges of marketing services are quite different from those of marketing physical products.  Lou Gerstner, former CEO of IBM, in his book Who Says Elephants Can’t Dance, says: “I have worked in services companies (McKinsey and American Express) and product companies (RJR Nabisco and IBM).  I will state unequivocally that services businesses are much more difficult to manage…. In services you don’t make a product and then sell it.  You sell a capability.  You sell knowledge.  You create it at the same time you deliver it.  The business model is different.  The economics are entirely different.” [pp. 132-133]

This course will explore in detail the nature of—and solutions to—the challenges associated with services marketing.  Specifically, it will cover a variety of concepts, techniques, and strategies for excelling in the marketplace through the delivery of superior service to customers, and effectively marketing services. The course content will draw upon insights from:

  • a stream of cutting-edge research on customer service, service quality, and technology’s role in service delivery that the Instructor has conducted for over two decades,
  • selected contemporary as well as classic articles on the topic, and
  • current company examples, with special emphasis on Asian markets.

About the Instructor


Dr. A. Parasuraman ("Parsu") is a Professor of Marketing and Holder of the James W. McLamore Chair at the University of Miami, Coral Gables, Florida, USA.  Professor Parsu began his career as a research assistant at the computer center, Indian Institute of Management, Ahmedabad in 1971. He rose steadily in the academic field and in the year 1986 he became a full professor of marketing at Texas A & M University. He is a prolific researcher and author in the customer service arena. Professor Parsu has a bachelor's degree in Mechanical Engineering from the Indian Institute of Technology, Madras, M. B. A. from the Indian Institute of Management, Ahmedabad and D. B. A. in Marketing from Indiana University.  He specialises in services marketing, service quality measurement and improvement, and technology’s role in marketing to and serving customers.  Prof Parsu teaches marketing courses at the undergraduate, master’s and doctoral levels at various universities. He has also been leading executive seminars at major companies and is a frequent speaker at academic and practitioner conferences.

About the Course Structure

As this is an elective course in the MSc (Marketing & Consumer Insight) programme, participants will be joining the MSc students and are thus expected to contribute/participate fully in the course, i.e., to attend all sessions diligently and complete all the required assignments/projects as required. This is an intensive full-time 5-day course conducted on NTU campus in Singapore. A typical day starts from 830am to 6pm incorporating seminar sessions, group discussions, experiential workshops and presentations.

At the end of the course, participants will receive a Certificate of Participation awarded by the Institute on Asian Consumer Insight and the Nanyang Business School, Nanyang Technological University.

Please note that participation in/completion of this course does not guarantee admission to the MSc (Marketing & Consumer Insight) programme or any other graduate programmes at NTU. Participants who wish to embark on a graduate programme will need to satisfy the respective programme’s admission requirements and undergo the admissions review process.


Preferred Participant Profile & Admission Requirements

This course is suited for middle- to senior-level executives in any industry who wish to truly understand their customers and adapt to fast-changing markets.

Participants should possess a bachelors’ degree with a minimum of 8 years of full-time work experience.


On-Campus Accommodation

For our foreign participants, on-campus accommodation is available at the Nanyang Executive Centre, www.ntu.edu.sg/nec. Please note that the course fee do not include accommodation and travel expenses.

Click here to submit your application online.


For Enquires on the Course & Application, please contact:

Ms Ramona Zuzarte
Associate Director, Programmes Development
Institute on Asian Consumer Insight
Nanyang Business School
Nanyang Technological University
Email: ramona@ntu.edu.sg