SERVICES MARKETING

Catalog description

An elective course in the marketing major, the logistics and supply chain management major, and the marketing minor. This course involves the study of marketing in the context of service industries. Special attention will be placed on the unique characteristics of services, as opposed to products, and the importance of services in the U.S. economy. Several of the major services industries (banking, airlines, health care, electronic brokerage) will be specifically examined. The goal of this class is to give students in-depth knowledge of the services industry. Uses a combination of lecture, discussion, case studies, and a group project. Prerequisite: MKTG 2350 or 3350.