Strategic Services Marketing

Catalog description

Section information text: Marketing a service requires a different approach than marketing a traditional product. In this course, students examine how service marketing differs from product marketing through concepts such as strategy, customer experience, and ethical practice. Students explore the service marketing mix, total quality management, customer perceptions, and service environments. They assess the future of service marketing through innovation, automation, and responsible leadership. Throughout the course, students apply concepts of real-world service challenges to develop practical marketing skills.