BUS 364 - Services Marketing

Unit(s): 4

In this class, you will be exposed to a new way of thinking about marketing. Services are different from traditional product marketing. We will discuss how they are different, why they are different, and what strategies result from these distinctions. We will cover why people are essential to service success, why expectations are important to service consumers, how the physical environment influences service delivery, and how service firms should recover from failure. You will also learn how quality is evaluated in service firms, and what role loyalty has on the bottom line. In essence, we will look at marketing through a different lens.

Prerequisite: BUS 302 or BUS 492
School of Management