Services Marketing

Catalog description

An advanced look at modern marketing theory and practice in the services industries which comprise over 90 percent of marketing jobs in the 21st century. Specifically, the course examines the marketing of services and provides students with marketable managerial tools for securing and succeeding at jobs in the modern economy. Topics include the unique characteristics of services, service quality, customer relationship marketing, service blueprinting, service dominant logic, service expectations, service performance, and co-creation of service quality. Through theory and applied examples the student will learn cutting edge marketing principles, techniques and tools. Prerequisite: MKT 350 ; and undergraduate business majors must be admitted to degree program.