Certified Services Marketing Professional/Manager (CSMP)™/(CSMM)™

The Certified Services Marketing Professional/Manager (CSMP)™/(CSMM)™ certification program is a prestigious and globally relevant qualification designed for professionals responsible for marketing service-based, experience-driven, and relationship-centric offerings. As economies increasingly shift toward services across sectors such as healthcare, financial services, IT, consulting, logistics, hospitality, and professional services, effective services marketing has become a critical driver of customer satisfaction, loyalty, and long-term business success.

This program equips participants with advanced knowledge of services marketing strategy, customer experience management, service branding, demand management, and value creation. Unlike product marketing, services marketing requires a deep understanding of customer journeys, service quality, trust-building, and the integration of marketing with service delivery operations. The curriculum emphasizes customer-centric thinking, digital engagement, and performance measurement to ensure sustainable competitive advantage.

Graduates of the CSMP™/CSMM™ program will be prepared to design, implement, and lead services marketing strategies that enhance customer experiences, strengthen brand equity, and drive business growth across service industries.

Certification Program Objectives:

Upon completing the Certified Services Marketing Professional/Manager (CSMP)™/(CSMM)™ program, participants will be able to:

  • Understand Services Marketing Fundamentals – Master the principles of services marketing, including intangibility, variability, inseparability, and perishability.
  • Design Services Marketing Strategies – Develop integrated marketing strategies aligned with service delivery models and organizational goals.
  • Manage Customer Experience and Service Quality – Apply customer journey mapping, SERVQUAL, and service recovery frameworks to enhance satisfaction and loyalty.
  • Leverage Digital and Relationship Marketing – Use digital platforms, CRM systems, and personalization to engage service customers effectively.
  • Apply Pricing and Demand Management for Services – Implement pricing models and demand-shaping techniques specific to services industries.
  • Measure Services Marketing Performance – Use KPIs, customer insights, and analytics to evaluate and continuously improve marketing effectiveness.

Certification Eligibility Criteria:

To apply for certification from The American Institute of Business and Management (AIBM) and its allied institutions, candidates must meet the following criteria:

  • A Bachelor’s degree from a recognized institution

And/or

  • 0–4.9 years relevant experience for Professional level (CSMP)™, or 5+ years for Manager level (CSMM)™

Note: Applicants who do not hold a Bachelor’s degree but possess exceptional professional experience and hold significant positions within their organizations in a relevant field may also be considered for certification on a case-by-case basis, subject to the approval of the AIBM evaluation committee.

Certifying Examination:

  • To be certified as CSMP™/CSMM™, student should take up a 1.5 hours online exam conducted by AIBM.
  • The qualifying exam would consist of 50 multiple choice questions, testing core certification modules.
  • Professionals with relevant experience and other qualifying criteria may be exempted from the examination.

Certification Modules:

  • Module 1: Fundamentals of Services Marketing and Value Creation
  • Module 2: Customer Experience Management and Service Quality
  • Module 3: Services Branding, Positioning, and Relationship Marketing
  • Module 4: Digital Services Marketing, CRM, and Omnichannel Engagement
  • Module 5: Pricing, Demand Management, and Service Innovation
  • Module 6: Services Marketing Metrics, Analytics, and Performance Optimization

* The Certification Title and its modules are regularly reviewed, updated and may change in alignment with evolving industry needs and regulatory standards.

Who Should Do This Certification:

The Certified Services Marketing Professional/Manager (CSMP)™/(CSMM)™ certification is ideal for professionals involved in marketing, managing, or delivering services across industries. It is particularly valuable for:

  • Services Marketing Professionals and Managers responsible for promoting service offerings and managing customer engagement
  • Customer Experience (CX) and Service Quality Leaders designing and managing end-to-end customer journeys
  • Brand and Relationship Managers focused on trust, loyalty, and long-term customer relationships
  • Healthcare, Financial Services, IT, Hospitality, and Consulting Professionals marketing experience-based services
  • Consultants and Professional Services Leaders positioning advisory, consulting, and knowledge-based offerings
  • Entrepreneurs and Business Owners running service-based organizations seeking structured marketing strategies for growth

Key Benefits of CSMP / CSMM Certification:

  • Professional Recognition – Establishes credibility and expertise in services marketing and customer-centric strategy
  • Career Advancement – Supports progression into senior marketing, CX, brand, and service leadership roles
  • Customer-Centric Capability – Builds advanced skills in managing customer experience and service quality
  • Strategic Alignment – Enables alignment of marketing initiatives with service operations and delivery excellence
  • Digital and Relationship Marketing Expertise – Strengthens competence in CRM, digital engagement, and personalization
  • Cross-Industry Relevance – Applicable across healthcare, finance, hospitality, logistics, IT services, consulting, and public services
  • Global Best-Practice Alignment – Reflects internationally recognized services marketing frameworks and standards

The CSMP™/CSMM™ certification empowers professionals to lead services marketing with insight, empathy, and strategic discipline. By mastering the unique dynamics of service-based markets, certified professionals contribute to stronger customer relationships, differentiated brand experiences, and sustainable organizational success.