MKT 4410 SERVICES MARKETING
The service industry in the United States accounts for more than 80% of the GDP and has been the primary driver of job and GDP growth. This course examines the nature and features that distinguish marketing of services from the marketing of physical goods. Emphasis is placed on a highly applied approach to adapting the marketing mix to retain customers and build loyalty. Models of services marketing, including the service profit chain and the service quality gap model, are introduced. Counts as a Marketing Major elective in the Marketing Major and Professional Sales Minor.
Offered
Spring
Course Outcomes
- Upon completion of this course, the student should be able to:
• Explain the distinguishing features of services as compared to physical goods and explain their impact on the marketing mix.
• Review a service experience and determine the factors that influenced the quality of the service provided.
• Apply the concepts of product development and management in a service setting.
• Effectively promote a service.
• Understand the variables involved in pricing service and be able to apply those variables to a specific service environment.
• Apply concepts of demand management in a service setting.
• Analyze the delivery of a service using the service quality gap model.
• Understand the importance of customer retention for service profitability and be able to implement ways to improve retention.