MK 4800 - Services Marketing

3 Credit Hours

Pre/Corequisites: Prerequisites; MK 3010.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
Requirements: Must meet RCB upper division course requirements and 45 semester hours.Given the dominance of the service sector in the global economy, this course focuses on the important challenges of marketing services and delivering quality service to customers. The primary theme of this course is that service organizations differ from goods organizations and require their own distinctive approach to the development and execution of marketing strategy. A second theme focuses on the role of service in manufacturing firms. This course will suggest ways that companies in the manufactured goods sector might use service as a source of competitive advantage. Through completion of a comprehensive firm audit, students will better understand the use of marketing tools by service organizations.