The Advanced Services Marketing Course:
Growing the Service Business

Boston, Massachusetts USA
May 15-18, 2000
Course Agenda

Focus | Benefits | Description | Babson College Partnership | Faculty | Who Should Attend | Admissions | Location | Schedule and Dress Code | Fees | Cancellation Policy | Satisfaction Guarantee Focus of the Course
Services marketing has quickly moved to the forefront in many IT marketing departments today. With the increasingly important role that services is playing in most IT companies, services marketing is under the spotlight to generate revenue at levels that were unimaginable five years ago.

The Growing the Service Business course will help the participants to look at services marketing activities more strategically. With the heavy influence of the Internet, and the changing landscape of competition resulting from new IPOs, mergers, acquisitions, and alliances, participants will spend significant time learning how they can better position their companies to take advantage of these changes.

Over an intensive three-day period, you will learn how to apply new marketing techniques and methods to create more profitable services offerings and to develop strategies for sustainable growth.

The Growing the Service Business course is one of the core courses for ITSMA's Services Marketing Professional Program.

Course Benefits
As a result of attending this course, the participants will:

• Learn how to collect competitive intelligence and assist in the company's strategic planning process through scenario analysis techniques.
• Learn how to integrate Internet-based techniques across the entire services marketing process.
• Acquire or develop the appropriate tools to support a company's sales initiatives.
• Establish a network of services marketing peers in other IT companies who can be excellent support resources in the future.
• Learn about future trends in services marketing from ITSMA professionals and leading academics in the field.

Course Description
The course is designed to provide outstanding learning by combining actual case study examples for discussion purposes, the latest ITSMA data on the course topics, and practical tools and methods to promote immediate application back on the job. All of the sessions are designed to be highly interactive, allowing for the substantial experience of the group to emerge and be shared.

Specifically, issues that will be addressed include:

• ITSMA Recent Research Findings
  · Loyalty-Retention as a Long Term Growth Strategy
  · Convincing the organization that loyalty is a growth strategy
  · Linking loyalty to the bottom line
  · Defining the services marketing role in loyalty
• E-Marketing Strategies
  · Implementing innovative uses of the Internet
  · Creating a website that "listens"
  · Learning how and what to give in order to get
  · Tracking processes
  · Establishing practical metrics
• Competitive Intelligence
  · Determining the best information sources
  · Defining the different levels of competitive intelligence
  · Using competitive data for structured scenario planning
  · Building predictive competitive models
• Branding Techniques
  · Identifying the differences between branding a service and a product
  · Defining a process for creating a brand
  · Measuring branding effectiveness
  · Learning about best practices of leading companies in the IT sector
• Leveraging the Sales Force
  · Supporting a client relationship sales model
  · Building a "tool kit" for the sales force
  · Co-managing the sales process
• Extraordinary Guarantees
  · Distinguishing between a guarantee and an extraordinary guarantee
  · Gaining a new perspective on the services-quality challenge
  · Linking a guarantee's promise, payout, and recovery process
  · Building a practical, extraordinary guarantee

Babson College Partnership
ITSMA is pleased to announce that its Services Marketing Institute has entered into a formal partnership with Babson College to design and deliver its courses on services marketing.

Babson College, located in Wellesley, Massachusetts, is known for its innovative approaches to learning and education. Babson was recently been listed as one of the top ten schools worldwide in executive education by the Financial Times of London and 14th by BusinessWeek, and has also been listed as a top 25 MBA school in the U.S. In addition, Babson has been listed as number one in the world in the field of Entrepreneurship by both BusinessWeek and U.S. News & World Report for the past ten years, which is considered a critical business competency in the IT industry.

Faculty
Christopher W. Hart, Ph.D. is an Adjunct Professor at the University of Michigan Business School. He is a dynamic educator, sought-after consultant, and prolific author in the arena of services marketing and management. His distinguished academic career includes appointments at Harvard Business School and the Executive Education Program at the University of Michigan Business School. In his role as consultant to leading service organizations, Dr. Hart has helped AT&T, Citibank, Deloitte & Touche, Federal Express, General Electric, GE Capital, GTE, Harley Davidson, and others strengthen and expand customer relationships. Dr. Hart has received four awards for his six books and over 40 articles, including a McKinsey "Article of the Year" Award for his Harvard Business Review article, The Power of Unconditional Service Guarantees.

Liam Fahey, Ph.D. is an Adjunct Professor of Strategic Management at Babson College, and President of The Learning Partnership. He previously taught at Northwestern University's J.L. Kellogg Graduate School of Management. He is the author of eight books and over forty articles. His most recent books, Learning from the Future: Competitive Foresight Scenarios and Competitors: Outwitting, Outmaneuvering and Outperforming are the basis for his discussions in the course. His client list includes AT&T, GE, Honeywell, IBM, Motorola, Nortel Networks, Texas Instruments, and US West.

Stephen T. Hurley, Vice President of the Services Marketing Institute, has extensive experience in the fields of professional services and management education. Mr. Hurley led a business practice for nearly 10 years at Arthur D. Little, Inc., a top tier management consulting company. In addition, he was also the Director of Executive Education for the Arthur D. Little School of Management, designing and delivering educational programs to middle and top management in over 50 countries, and Worldwide Director of Learning and Development for the firm. Since joining ITSMA, Mr. Hurley has conducted seminars and workshops for clients such as Sun Microsystems, NCR, Comdisco, and Select.

Julie A. Schwartz is Vice President of Research for ITSMA. She has responsibility for the research and publishing of best practice case studies, benchmarking studies, customer research and other studies that are designed to be of particular help to ITSMA members. Prior to joining ITSMA, Julie served as a Senior Analyst with State Street Research and Management Company. Having earlier been Director of Professional Services research for Dataquest and also having worked for The Ledgeway Group as manager of research, Julie comes with considerable experience in the information technology services industry. She has authored numerous articles and spoken at a number of industry conferences. Julie has a Bachelor of Science degree from the University of Pennsylvania where she graduated summa cum laude and was elected a member of Phi Beta Kappa. She also has a Master of Science in Management from the M.I.T. Sloan School of Management and was named a Seley Scholar.

Dave Munn, President and CEO, joined ITSMA in 1995 and is responsible for managing the day-to-day operations of the organization, including a series of marketing roundtables, professional development workshops, as well as ITSMA's annual conference. Dave is also responsible for developing new members and for increasing the value that ITSMA provides to its existing members. Prior to joining ITSMA, Dave was a National Account Executive for Apple Computer; an Account Manager with Oracle Corporation; and a Research Analyst with The Ledgeway Group. While at Ledgeway, he conducted research on services industry trends including being responsible for Ledgeway's first "Service Trends and Forecast" study. Dave holds a B.A. in Economics from Denison University and an M.B.A. from Northwestern University's J.L. Kellogg Graduate School of Management where he concentrated in Marketing and Corporate Strategy.

Who Should Attend
The course is designed for high potential managers who are responsible for services marketing, services product management, services business development, or sales channel management. Since significant learning is gained through peer discussions, candidates should have a minimum of 4-7 years of successful services marketing experience.

Admissions
Admission to The Advanced Course: Growing the Service Business is based on an application process to ensure that the class is made up of individuals having the appropriate experience and background to enhance the learning for all participants. Applicants should complete the Admissions Form available at www.itsma.com by April 15. Confirmation of acceptance will be sent upon review and approval of application. Enrollment is limited.

Location
The course will be held at The Center for Executive Education at Babson College in Wellesley, Massachusetts; 45 minutes from downtown Boston and Logan Airport. Featuring state-of-the-art executive training facilities in a secluded and distraction-free setting, the Center provides a most conducive atmosphere to enhance learning and individual development.

The Center is located at: Woodland Hill Drive, Babson Park, MA 02157
Phone: +1-781-239-4000 Fax: +1-781-239-4026

Schedule and Dress Code
The course begins on Monday, May 15 at 4:00 p.m and ends Thursday, May 18 at 12:00 p.m. During the course, in-class sessions will start at 8:30 a.m. and end by 5:00 p.m. At least two evenings will include reading and group work.

Dress code is business casual.

Fees
The cost of the course is $2,995 for ITSMA members and $3,495 for all others. Receive a 5% discount by registering online for this event! The fee includes tuition, course materials, meals, refreshments, and three nights lodging. All accommodation costs are covered in the course tuition. Please make note that if payment is not received by the start of the course, a credit card or other form of payment will be required for admittance.

Quotes from Previous ITSMA Course Participants
"I appreciate the professional approach of the conference leaders and the fact that their facilitation skills (open to community learning) were just excellent.'' --Paul Mercina, Senior Services Marketing Manager, Diebold, Inc.

"This was excellent. Too often we get mired in the day to day details. We all need a chance to step back and get the big picture." --Jim Greene, Director, Corporate Development, Novell

"The participation of attendees added a lot to the depth of content. Dr. Hart's animated style and sharing of experiences and knowledge was very valuable." --Sally Shimada-Lee, Program Marketing Manager, Hewlett-Packard Company

Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA Events, One Militia Drive, Suite 4, Lexington, MA 02421 or via email to cjefferson@itsma.com.

You may cancel your enrollment without penalty up to five business days (May 8) before the start of the event. A $350 administration fee will be imposed for cancellations received after this date. Nonattendance without cancellation will incur the full course fee. Substitutions approved by ITSMA are permitted up to the start of the course.

Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If, however, you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.