Services Marketing

Catalog description

This course will focus on service organizations and services marketing issues to make students aware of the unique challenges involved in marketing and managing organizations in sectors such as finance, health care, entertainment, hospitality, professional services, retailing, education and transportation. Specific topics will include learning and developing strategies for real life business cases to close potential service gaps such as customer, knowledge, service development/design, performance, and communication gaps that have negative impact on service performance and quality perceptions of customers about the service offering.