Students develop a thorough understanding of the extended marketing mix and service quality in service businesses. Topics include new perspectives on services marketing; consumer behaviour in a service context; positioning services in competitive markets; developing service products; distributing services through physical and e-channels; the pricing and promotion of services; designing and managing service processes; balancing demand and productive capacity; crafting the service environment; managing people for service advantage; and service quality. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students will receive credit for only one of MKTG 4410, MKTG 4411, BBUS 4410 or BBUS 4411.
Students develop a thorough understanding of the extended marketing mix and service quality in service businesses. Topics include new perspectives on services marketing; consumer behaviour in a service context; positioning services in competitive markets; developing service products; distributing services through physical and e-channels; the pricing and promotion of services; designing and managing service processes; balancing demand and productive capacity; crafting the service environment; managing people for service advantage; and service quality. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students will receive credit for only one of MKTG 4410, MKTG 4411, BBUS 4410 or BBUS 4411.
