Services Marketing

Catalog description

The course focuses on the challenges of managing service brands and delivering quality service to customers across industry sectors. The attraction, retention, and building of strong customer relationships through quality service (and services) are at the heart of the course content. The course examines the development, implementation, and assessment of service program strategies in the context of customer relationship management and its linkages to customer lifetime value and profitability. It emphasizes total organization commitment to quality service and how effective marketing and customer focus must be coordinated across functional areas. Prerequisite: MKT 5311 with a grade of C or higher.