Course Description
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 4500
Non-Traditional Format
This course will be taught 95% or more online.
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H
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.
