| |
Dec 05, 2025
|
|
|
|
|
MKTG 6246 - Services Marketing
Credits: 2
Explores the unique challenges of marketing services—intangible, variable, and perishable offerings that require rethinking traditional marketing frameworks. Students learn how to create value, manage customer relationships, and deliver exceptional customer experiences in service-based businesses. Through case studies, simulations, and hands-on projects, the course equips students to address key issues such as service design, pricing, branding, customer satisfaction and complaint handling, in addition to digital service transformation. The course also explores the transformational impact that generative AI will have on services marketing. Industries covered include financial services, healthcare, technology, hospitality, consulting, and public services. Prerequisite: MKTG 6201 .
Add to Catalog (opens a new window)
|
|