2018-2019 Undergraduate Academic Catalogue 
    
    Mar 28, 2024  
2018-2019 Undergraduate Academic Catalogue [ARCHIVED CATALOG]

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MK 452 - Services Marketing

(3.00 cr.)

Prerequisite: MK 240  or BH 240 , and 60 credits. The United States, as well as much of the world economy, is dominated by services. In the United States, approximately 80 percent of the labor force and 78 percent of the gross domestic product is accounted for by services. The primary theme of the course is that service organizations require a distinctive approach to marketing strategy-both in its development and execution. Ideas from MK 240  or (BH 240 ) and other marketing courses are expanded to make them specifically applicable to service industry settings. Key topics include applying the seven Ps to services, determining customer expectations and perceptions, designing services, managing customer relationships (CRM), delivering and performing services, and analyzing financial and economic effects of services.



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