The service industry in the United States accounts for more than 80% of the GDP and has been the primary driver of job and GDP growth. This course examines the nature and features that distinguish marketing of services from the marketing of physical goods. Emphasis is placed on a highly applied approach to adapting the marketing mix to retain customers and build loyalty. Models of services marketing, including the service profit chain and the service quality gap model, are introduced. Counts as a Marketing Major elective in the Marketing Major and Professional Sales Minor. Prerequisite: MKT 311.

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