MKT-5000 - Service Marketing

Semester Credits: 3 Weeks: 8

Service Marketing is a relatively new marketing discipline that extends the classical definitions of marketing theory and introduces new ideas to the design, development, and management of service products. Students will explore new theories of service quality (SERVQUAL) with emphasis on customer service behavior and acquire analytical tools to measure customer perceptions and expectations. A variety of learning methods prepares the student for new career opportunities in a service-dominated economy while providing the freedom of student assignment selections and work exercises.