BUS 424 Services Marketing

This course is designed to prepare students for the business environment through the exploration of services marketing. Today, at least 70 percent of the United States GNP is based on services. Further, many jobs lie in the service sector. In this course, students will examine characteristics that make services unique from other product categories. Students will explore challenges faced by service marketers as well as concepts and strategies for addressing them. Topics will include marketing mix tools, quality, personal relationships, employee motivation and empowerment - as they relate to service processes. Prerequisite: BUS 253.