MKT 710 - Services Marketing

3 credit(s)
This course provides students with the theory and practice of services marketing. Services now dominate the U.S. economy; therefore, it is necessary to learn and apply quality and service strategies to achieve a competitive advantage. This course focuses on the challenges of managing services in organizations that deliver pure service (banks, professional services, hotels, education, etc.) and those that use service as a differentiation strategy (manufacturers of technology, automotive, consumer packaged goods, etc.). The Internet is examined as a channel for the delivery of quality services in a cost-effective manner.
Prerequisite(s): MBA 618 or permission of instructor.

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