MKTG 4875 - Service Marketing

Description

An analysis of the marketing aspects of the largest and most rapidly growing sector of the global economy. The principles and concepts of marketing are applied within the context of both consumer and business services, in both domestic and international settings. Emphasis is placed upon the unique problems and opportunities associated with the marketing services and the design and implementation of marketing strategies for service organizations.

Learning Objectives

• Identify and interpret the nature and role of services marketing.
• Discuss the major trends affecting the marketing of the service industry.
• Examine the changing consumer needs and appreciate the implications for marketers.
• Develop an appropriate marketing mix for the hospitality service sector.
• Identify and assess the various components of the service promotion mix.
• Participate in class discussion on topics related to the marketing of international hospitality services.