MRKT 315 - Services Marketing

Services dominate the world economy as never before. Approximately 80% of the U.S. GDP and about 82% of U.S. employment are derived from service industries. Even historically product-dominant firms derive large parts of their profits from services. Service organizations differ from goods organizations and require distinctive approaches with regards to the development and execution of marketing strategy. More and more manufacturers and retailers need to acknowledge the service aspects of their organizations and need to find ways to use excellent service as a source of competitive advantage. The topics covered in a services marketing course apply equally to organizations whose core product is service (such as institutions in the financial, travel, transportation, and entertainment industries) as well as organizations that depend on service excellence for competitive advantage (high-tech manufacturers, industrial products, retailers, etc.) Students will be able to recognize the unique challenges involved in marketing and managing services, including assessing service quality and customer satisfaction. In addition, students will appreciate the role of employees in service delivery and service recovery and will therefore be able to recognize the importance of customer service in any type of business. (offered in Fall only)
3 credits
Prerequisite: MRKT 103 or MRKT 103H