MKT 3573 Services Marketing

The primary theme of the course is that service organizations require a distinctive approach to marketing strategy, both in its development and execution. We will discuss how they are different, why they are different, and what strategies result from these distinctions. We will cover why people are essential to service success, why expectations are important to service consumers, how the physical environment influences service delivery, and how services firms should recover from failure. You will also learn how quality is evaluated in service firms and what role loyalty has on the bottom line. PR MKT 2503