MKTG 336 - Services Marketing

(3 S.H.)

This course examines how services can be developed and marketed to increase customer satisfaction and retention in order to extend an organization’s sustainable competitive advantage. Topics include the measurement and management of service quality, service recovery, linking customer measurement to performance, customer and employee roles in service delivery, and how standard marketing topics such as pricing and promotion apply to services. Prerequisites for College of Business majors and minors: Admission to the College of Business and MKTG 300 - Principles of Marketing. Prerequisites for non-College of Business majors and minors: Junior standing and instructor’s permission. Grade only.

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