MKTG 3600 - Services Marketing

Institution:

Utah Tech University

Subject:

Marketing

Description:

Service organizations (e.g., banks, transportation companies, hotels, hospitals, educational institutions, restaurants, and professional services) require a distinctive approach to marketing strategy, both in its development and execution. This course addresses the strategy and execution of marketing in service businesses and covers the role of services in manufacturing enterprises. The manufactured goods sector see service as the basis for attaining a sustained competitive advantage. **Course Learning Outcomes (CLOs)** At the successful conclusion of this course students will: 1. Develop an understanding of the unique challenges involved in services marketing. 2. Understand the importance of integrating marketing, human resources, and operations in the service delivery process. 3. Understand key issues of measuring service quality and customer satisfaction. 4. Identify the differences between marketing in service versus manufacturing organizations and understand how service can be a competitive advantage in manufacturing organizations. 5. Identify and analyze the various components of the services marketing mix (three additional Ps) as well as key issues required in managing service quality. 6. Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery. Prerequisite: MKTG 3010 (Grade C- or higher).

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.utahtech.edu/

Phone Number:

(435) 652-7500

Regional Accreditation:

Northwest Commission on Colleges and Universities

Calendar System:

Semester

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