SERVICE MARKETING THEORY

Catalog description

This course provides the student with tools to understand the needs and challenges that marketing provides within service management. The course presents the characteristics of the service sector and its importance within the economy of a country. The student will understand the functioning of the service sector, its importance and implications within the strategic development of organizations. You will also understand the need for a coordinated organizational effort across marketing, human resources, and operations to provide superior service. Drawing on research and examples of successful companies, this course will offer co nceptual frameworks and models that can be applied in a variety of service contexts and business models.