2021-2022 Academic Catalog 
    
    Nov 24, 2024  
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2021-2022 Academic Catalog [ARCHIVED CATALOG]

MKT 5407 - Services Marketing

Services now comprise a significant and increasing percentage of the US and global revenues for companies. This makes it critical to understand the unique differences in approaching market planning and marketing programs with services. This course is focused on exploring those differences, using current actual service brands and competitive situations. Students will have an opportunity to work in groups within each class to create service concepts, service development and positioning, value propositions, demand and process management, service quality and recovery, marketing strategies and media promotion campaigns.

Prerequisites: MKT 4400  or waiver.

Anticipated Terms Offered: Varies
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