service marketing

Service Marketing & Management is an elective and assumes that the student has taken the Core Marketing classes. It focuses on how the marketing of services is different than the fundamental 4Ps approach to marketing.
Service Marketing course focuses on managing and delivering service excellence. The attraction, retention, and building of strong customer relationships through quality service and services are at the heart of the course content. The basic concepts covered in the course include: the difference between marketing services versus products; the role of the service encounter; the key drivers of service quality; the customer’s role in service creation; service design and innovation; going beyond service to create customer experiences; technology’s impact on services; managing customer service expectations; and customer service metrics.


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ملف مرفق: 
ملف syllabus-_summer_-2019.docx73.2 كيلوبايت
ملف Ch1945.65 كيلوبايت
ملف Ch21.13 ميغابايت
ملف Ch31.14 ميغابايت
ملف Ch41.5 ميغابايت
ملف Ch51.61 ميغابايت
ملف Ch61.03 ميغابايت
ملف Ch71.03 ميغابايت
ملف Ch81.26 ميغابايت
ملف Ch102.04 ميغابايت
ملف Ch112.12 ميغابايت
PDF icon Case-rubric87.12 كيلوبايت
PDF icon Rubric for the project 148.64 كيلوبايت
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