Services Marketing

Catalog description

This course covers the ideas, theories, and terminology that are foundational for creating successful marketing strategy in our current services (and experiences) economy, whether working for established businesses or starting your own venture. Services businesses create unique and difficult marketing challenges. Services account for 70%+ of the GNP in most developed economies, and a large majority of business graduates will be working in services industries (e.g. health care, technical and financial consultancies, PR firms, events coordination, marketing agencies, entertainment and sports businesses, etc.). Therefore, knowing services marketing strategies for success as a marketer in services businesses (and in manufacturing firms who offer service solutions as a competitive advantage) is a valuable skill set. Prerequisite(s): declared School of Business majors. B MKT 310, B MKT 351 recommended. May not be offered in 2024-2025.