BUS 474: Services Marketing
Services Marketing is the management of customer experiences. Hospitals, executive training firms, movie theaters, universities, law
firms, non-profit agencies, insurance agencies, restaurants, ad agencies, hotels, recruiting firms, etc. (i.e., both consumer and business-tobusiness
firms) are examples of service businesses. However, all businesses have some component of service to them. The main
objective of the course is to understand the nature of services and discuss ways in which services can streamline operations and improve
productivity and profitability through examination of the customer service experience and establishing the relationship between customer
value and sustainable competitive advantage. There will be case assignments and presentations to enhance in-class learning experience.
A major team project will be conducted to help a local business to analyze the customer service experience and provide a series of
strategic marketing suggestions for the management.