MKTG 491I - Services Marketing
Tuesday & Thursday
Isenberg School of Management
1:00 P.M. - 2:15 P.M.
The service sector of the economy is twice as large as the manufacturing sector. Service organizations (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services) differ in many important respects from manufacturing businesses and require a distinctive approach to marketing strategy development and execution. This course will discuss how services are different, why they are different, and what strategies result from these distinctions.
Topics include: the design and execution of the service delivery process (the services marketing mix), managing service quality, managing customer relationships, and recovering from service failure.
This course has a maximum enrollment of 40 students.
(Prerequisite: MKTG 301)