Services Marketing

Undergraduate

This course will be of particular interest to students who wish to explore marketing and management issues related to service industries (such as travel, hospitality, financial, sports, and other service-related businesses). The course recognizes that service organizations require a distinctive approach to marketing and operations strategy, both in their development and execution. This course explores ways that goods-producing and -selling firms might use and market “service” as a source of competitive advantage. Topics include the service dominant logic; the systems perspective; research; branding; e- service principles; overlap of marketing/operations/human resource systems in service organizations (i.e., internal marketing); service blueprinting; service recovery; and service customer relationship management (CRM). Throughout, heavy emphasis will be placed on understanding the service consumer experience. (Prerequisites: MKTG-2320, MKTG-3340)