Students examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses. Topics include an overview of services marketing; understanding the customer in services marketing; standardizing and aligning the delivery of services; the people who deliver and perform services; managing demand and capacity; and promotion and pricing strategies in services marketing. Prerequisites: There are no prerequisites for the course, but MKTG 2431 is recommended. Note: Students cannot get credit for more than one of MKTG 4410, MKTG 4411.
Students examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses. Topics include an overview of services marketing; understanding the customer in services marketing; standardizing and aligning the delivery of services; the people who deliver and perform services; managing demand and capacity; and promotion and pricing strategies in services marketing. Prerequisites: There are no prerequisites for the course, but MKTG 2431 is recommended. Note: Students cannot get credit for more than one of MKTG 4410, MKTG 4411.
