May 26, 2024  
2021 Undergraduate Bulletin 
2021 Undergraduate Bulletin [ARCHIVED CATALOG]

MKTG 461 - Services Marketing


This course examines the unique marketing needs and challenges faced by service firms in an increasingly challenging environment (e.g., professional services, hospitals, banks, entertainment, and churches). The course reviews services marketing concepts, including the provider/customer relationship, the real-time service experience process and quality, customer satisfaction, and loyalty. Students will be required to apply services concepts to a strategic services marketing plan. Prerequisite(s)/Corequisite(s): MKTG 310