MRKT-3370 Services Marketing

This course explores the particular characteristics of, and strategies associated with services marketing, including intangibility, inconsistency, inseparability, and perishability. It will examine services in industries such as healthcare, education, insurance, entertainment and events, tourism and hospitality, nonprofit marketing, and professional services. Emphasis will be placed on standardization, delivery systems, supplementary and complementary products, managing supply and demand capacity, customer relations management (CRM), and promotion and pricing strategies.

Credits

3

Prerequisite

MRKT-2335