Marketing in Service Organizations.

Catalog description

This course explores marketing strategies tailored to service-based organizations across various industries, including public health, hospitality, financial services, and professional services. Students analyze the unique characteristics of services: intangibility, inseparability, variability, and perishability; and how these factors influence strategic marketing decisions. The course emphasizes service quality delivery, customer experience management, digital marketing tools, and ethical marketing practices to help build a competitive advantage.