Mar 02, 2024  
2020-2021 Undergraduate Bulletin 
2020-2021 Undergraduate Bulletin [ARCHIVED CATALOG]

MKT 3290 - Services Marketing (3)

When Offered: On Demand
This course examines service organizations’ distinctive approach to marketing strategy development and execution. Services marketing explores the unique characteristics and challenges of service organizations and applies the expanded marketing mix (7Ps) in examining marketing strategies and processes for service planning, delivery, evaluation and recovery of service quality with the focus on customer satisfaction and retention. The course broadens the view of marketing and provides an understanding of services marketing theories and of how marketing can be practiced in organizations in local, national and international markets. Sustainability issues related to services marketing will be emphasized.
Prerequisites: 54 earned hours and MKT 3050  with a minimum grade of “C” (2.0).