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-to-business 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.
Prerequisites: BUS 371 and one of the following: ECON 290 (recommended), MATH 111 or PSYC 211.