 | | MARK 451 | Marketing of Services | Credits: | 3.0 | Department: | Marketing | Program: | Undergraduate |
Prerequisite: COMM 224 or MARK 201. This course explores the challenges of providing outstanding customer service and becoming a recognized service leader in any given industry. Through lectures, discussions, situation analyses, field studies, and reports, students come to: 1) understand the strategic importance of services, 2) develop a service management mindset, 3) master the key elements of services marketing, 4) learn to manage the service delivery processes, 5) appreciate the significance of a customer-focus in service delivery, 6) recognize the challenges of sustainable moments of truth, and 7) adopt customer-centric managerial approaches to achieve better business performance through service excellence. NOTE: Students who have received credit for this topic under a MARK 491 number may not take this course for credit.
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