MKTG 6646 Services Marketing 3.0 Credits
This course explores the unique challenges and strategies involved in delivering high-quality services. Students will examine how the unique characteristics of services and developing technologies affect the customer experience, service quality, and relationship management. Through case studies, guest speakers, and real-world applications, students will learn how to design and implement effective service marketing strategies across industries such as healthcare, hospitality, financial services, education, and professional services. Beyond basic services principle, this course explores advanced strategic issues such as service innovation, customer co-creation, and service design thinking.
Repeat Status: Not repeatable for credit
Prerequisites: MKTG 6601 [Min Grade: C] or MKTG 601 [Min Grade: C]