Service Marketing

Catalog description

This course explores the marketing of services, highlighting the distinctions that exist in the marketing of intangibles. The course introduces crucial strategies and tactics for marketing services, distinguishing them from traditional product-related marketing, by adapting the fundamental marketing framework, founded on the 4Ps, to a service setting. The course also covers topics such as positioning, customer relationships, retention, loyalty, complaints, and service recovery and quality. Prerequisite: Completion of all lower-level coursework.