Service Marketing

Catalog description

This course introduces students to the challenges professionals and organizations face in creating, marketing and delivering high-quality services. Class sessions center around lecture presentations and case-based learning on topics such as measuring and managing customer satisfaction, coordinating marketing and operations in designing and implementing service delivery, developing the human and technical skills of employees who deliver services, and utilizing emerging technology. Assignments provide students with a hands-on understanding of concepts and methods practitioners use in today's competitive markets to analyze customer/client requirements; measure service quality; and design, promote and deliver outstanding services in financial, healthcare, educational, high-tech, manufacturing, nonprofit and retail organizations.