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MARK 466

Service Marketing

3 units

Winter 2026

Topics

  • Apply advanced services marketing concepts and theories in dynamic business environments
  • Design and evaluate customer journeys and service delivery systems
  • Manage service quality, productivity, and capacity trade-offs
  • Develop pricing, branding, and relationship strategies for services
  • Evaluate technology-enabled service innovations, including AI
  • Integrate course concepts into a coherent, market-ready service strategy

Readings

  • Chitty, W., D’Alessandro, S., Gray, D., & Hughes, A. Services Marketing Oxford University Press, 2019
    required
Winter 2025

Topics

  • Days: Tuesdays and Thursdays
  • Time: 3:00 PM - 4:50 PM
  • Understand the unique challenges and strategies of marketing in service industries
  • Analyze customer behavior and design service processes to enhance satisfaction
  • Leverage technology to innovate and improve service delivery
  • Develop sustainable and ethical practices in services marketing
  • Apply theoretical knowledge to real-world service marketing challenges
Sources