Spring 2023
MKTG 462 DL1: Services Marketing
CRN: 22024
Meets: 100% Online
Instructor: Prof. Jim Harvey
About This Course
How many business courses focus on physical offerings when US GDP is 80% services? For example, think about the role entertainment, hospitality, travel, financial advice, healthcare, education, consulting and supply chain play in our lives and in our careers.
In this class, we will examine the unique character of services and the challenges of marketing them. Students will complete this course learning the skills of service blueprinting for diagnosis and improving fault lines, the SERVQUAL service quality data collection methodology and applying the consumer experience literature for service improvement.
**MKTG 462 also satisfies the Marketing Area course for students in the SBUS Honors Program but is also open to all SBUS students who have completed MKTG 303 with a grade of B- or higher.
Credits: 3