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Services Marketing

Course Code MKTG-317
Lecture hours per week
Lab hours per week
Course Availability: Open
Description: This is a senior level course which focuses on the distinct characteristics of the marketing of services. The primary emphasis is on those strategies designed for service-dominated products, spanning such industries as accounting, banking, education and training, home maintenance, and hospitality and tourism. Secondary emphasis is on the service component of products which are goods-dominated. The distinct nature of the marketing of services requires a new managerial perspective, and this perspective is recognized and reinforced with the study of each topic throughout the course. The coupling of production and consumption along with its implications for service performance quality, the interdisciplinary complexities of internal marketing, the management of physical evidence, and the emphasis on relationship marketing are some of the unique challenges facing marketers of services – and students in this course.