MKTG 6400 - Service Marketing

3 Credits (Minimum) 3 Credits (Maximum)

This course builds and expands on the introductory marketing course by showing adaptations and applications of marketing ideas to the service setting. The service component of business requires a distinct approach to marketing strategy in both design and execution. This course focuses on the drivers of customer value and the unique challenges presented by services. Topics include the services marketing mix, customer expectations and satisfaction, service quality dimensions, service design, internal marketing and planning for services. Graduate business students only.