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Apr 28, 2024
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MS 3615 - Services Marketing3 lecture hours 0 lab hours 3 credits
Course Description
This course addresses the distinct needs and problems of service organizations in the area of marketing. The courses theme is that service organizations require a distinctive approach to marketing strategy, both in its development and execution. This course integrates ideas from other business courses to make them specifically applicable in service industry settings. The course explores the role of service in manufacturing businesses and introduces ways that manufacturing firms might use “service” as a competitive advantage. (prereq: One course in economics (e.g. MS 221 , MS 2220 , MS 322 , IE 423 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Understand and articulate the unique challenges involved in marketing and managing services
- Identify differences between marketing in service versus manufacturing organizations and understand how "service" can be a competitive advantage in manufacturing organizations
- Identify and analyze the various components of the "services marketing mix" as well as key issues required in managing service quality
- Understand the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery
- Appreciate other key issues in service businesses, such as managing supply and demand, the overlap in marketing/operations/human resource systems, and relationship management
- Improve students’ verbal, written, and thinking skills in preparing them for positions in the business world
Prerequisites by Topic
Course Topics
- No course topics appended.
Coordinator
David Tietyen
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