MKTG 4411 - Services Marketing

Course Description

Students examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses. Topics include an overview of services marketing; understanding the customer in services marketing; standardizing and aligning the delivery of services; the people who deliver and perform services; managing demand and capacity; and promotion and pricing strategies in services marketing.

Learning outcomes

• Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
• Describe how customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
• Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
• Explain service blueprinting, the integration of new technologies, and other key issues facing today's customer service providers and service managers.
• Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
• Conduct a services audit plan for a service firm.
• Integrate course concepts into individual performance to become better cus¬tomer service representatives in the service environment.

Course topics

• Module 1: Foundations for Services Marketing
• Module 2: Understanding Customer Requirements
• Module 3: Aligning Service Design and Standards
• Module 4: Delivering and Performing Services
• Module 5: Managing Service Promises

Required text and materials

Students are responsible for purchasing the required materials on their own:

• Zeithaml, V.A., Bitner, M.J., Gremler, D.D., (2023). Services Marketing: Integrating Customer Focus Across the Firm (8th ed.). McGraw-Hill Education
  Type: E-Textbook. ISBN: 9781266378911

Note:This item can be purchased directly from Campus eBookstore via Wolfie's Campus Store.

Assessments

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course,  and 50% or higher on the mandatory Final Exam.

Recommended requisite(s)

• MKTG 2431

Exclusions

• BBUS 4410
• MKTG 4410
• BBUS 4411