MKT 207 — MKT-207. Introduction to Services Marketing. 3 Credits
LECT 45 hrs This course provides a conceptual understanding of marketing services and the analytical tools that are used in solving strategic services marketing problems.The primary theme of the course is that service organizations (e.g., banks, educational institutions, hospitals, hotels, professional services, transportation companies) require a distinctive approach to marketing strategy, both in its development and execution.The course will build on marketing concepts from Principles of Marketing I, MKT 113. The course focuses on the inconistency of service offerings. This course will suggest ways that firms in the manufactured goods sector might use "service" as a primary source of competitive advantage. It will also help students to gain an understanding of the challenges in providing services to customers. Prerequisites: MKT-113 Principles of Marketing.
Prerequisites: MKT 113