BUS 424 Services Marketing

This course is designed to prepare students for the marketing of various services. Today, at least 70 percent of the United States GNP comes from the service sector.and many jobs lie in the service sector. In this course, students will examine characteristics that make services unique from products, the service mix, and its elements. Students will explore challenges faced by service marketers, and learn about strategies to manage the service experience, deal with service deficiency and manage customer relationships. It also covers concepts and strategies for managing the customer interface, including balancing demand and productive capacity and designing and managing service processes and delivery. Prerequisite: BUS 253.