GB 743 - Services Marketing and Management

(3.00 cr.)

Prerequisite: GB 702 . Examines current approaches to services marketing and management. A central tenet of this course is that industries like finance, hospitality, and healthcare pose unique challenges and require distinctive marketing and management strategies. While traditional marketing management concepts and models are applicable, they must be adapted for the services sector. This course discusses how thinking around the traditional four P's of marketing (product, place, price, and promotion) needs to be modified for services. Services require that close attention be paid to operational and human resources management. Thus, three additional P's of process, people, and physical environment will be discussed as well as service quality, customer satisfaction/loyalty, and the use of culture for competitive advantage. Serves as an elective for both Management and Marketing specializations.