everything.study
AP/ADMS 4275

Services Marketing

3.0 credits

Fall 2026

Topics

  • Service markets and differences from goods markets
  • Consumer behaviour and service delivery
  • Pricing and promoting services
  • Physical evidence and the service environment
  • Employees and customers in service provision
  • Satisfaction, quality and service recovery
  • Customer retention and service culture

Readings

  • Required: K. Douglas Hoffman and John E. G. Bateson, Services Marketing: Concepts, Strategies, & Cases (Cengage; edition not specified).
Sources