Examination of the nature and features of services that
distinguish marketing of services from marketing of physical
goods. Emphasis is placed on 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.
Athena Title
Services Marketing
Equivalent Courses
Not open to students with credit in MARK 4500E
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Student learning Outcomes
Students will identify the differences between marketing in the services (versus goods manufacturing) sector and the strategic implications of the defining attributed of services.
Students will understand how services can add value and serve as a strategic competitive advantage in both the services and manufacturing sectors.
Students will identify and analyze the various components of the services marketing mix (7Ps) as well as key issues required in managing service quality.
Students will understand the human element unique to service delivery and the role of employees and customers in service delivery, customer satisfaction, and service recovery.
Students will recognize other key issues for the services sector, such as the changing roles of technology and the managing service capacity and demand.
Topical Outline
Importance of services
Distinguishing features of services as compared to physical goods
Concepts and application of customer loyalty and relationship marketing
The elements of and the application of the service quality gap model
The dimensions of service quality
The elements of and the importance of the service profit chain
Determining, understanding, and influencing customer perceptions of quality
Designing a customer focused service process
Delivering quality service
Complaint management
Adapting promotional strategies for services (promotion element of the marketing mix)
Revenue management and pricing issues unique to services (pricing element of the promotional mix)
Measuring customer satisfaction after service delivery
Management and marketing of services capacity and demand management
The use of technology in marketing services
Institutional Competencies Learning Outcomes
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
