MKT 366 - Marketing of Services

Institution:

Lehigh University

Subject:

Description:

This course focuses on service quality issues and strategies from a customer-focused business perspective. The course gives students an appreciation of the challenges of marketing and managing services (whether in a manufacturing or service business) and develops strategies for addressing these challenges. The need for integration across functions to provide effective service is stressed. Illustrative topics include service quality gap analysis; services triangle analysis; 7 P's for services; service-profit chain; service encounter analysis; customer lifetime value analysis; new service development process; service quality dimensions; services guarantees; and demand/ capacity management. Prerequisite: MKT 211 or MKT 111.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.lehigh.edu

Phone Number:

(610) 758-3000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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