MKT305 Services Marketing

[3–0, 3 cr.]

The course examines the growing role of services marketing and presents the challenges frequently encountered in the marketing of intangibles such as: the inability to inventory, the difficulty to synchronize demand and supply, and the complexity of controlling the performance quality of human interactions. The course will consider marketing in industries that deal primarily in services (such as financial services, hospitality services, transportation companies, educational institutions, and professional services) but also from the perspective of every organization, as service is an essential part of the offering of every company. Topical coverage includes: key service delivery elements; service quality meas­urements; service recovery strategies; service blueprinting; and other key issues facing today’s customer service providers.

 

Prerequisite: MKT201 Introduction to Marketing