Services Marketing

Catalog description

This course examines the unique marketing needs and challenges faced by service firms in an increasingly challenging environment (e.g., professional services, hospitals, banks, entertainment, and churches). The course reviews services marketing concepts, including the provider/customer relationship, the real-time service experience process and quality, customer satisfaction, and loyalty. Students will be required to apply services concepts to a strategic services marketing plan. Prerequisite(s)/Corequisite(s): MKTG 310