MKE 328 - Services Marketing (3 cr.)

This course introduces students to principles, concepts, theories, analytical procedures, techniques, and models addressing the distinctions between the marketing of goods and the marketing of services. Three different perspectives of services marketing are addressed: consumers’ expectations and perceptions; businesses’ service delivery operations, channels of distribution, and marketing; and the integration of the consumer and business perspectives with special emphasis on relationship marketing. Strategies and tactics designed to increase marketing effectiveness and operational efficiency within this important sector of the economy are also addressed.
Semester(s) Offered: Spring