Course info

Course Title: Principles and Practices of Service Marketing

Course Code: BTHM 503

Credit Hours: 3

Course Rationale: This course will introduce you to the techniques and the concepts that practicing marketers use to develop service oriented products and successful service marketing campaigns.

Course Learning Outcome: Produce and relate theory from a range of academic sources of services marketing.

Description: Service industries dominate advanced economies. Services Marketing examines the differences between the marketing of goods and services and extends the traditional strategic marketing mix to include additional elements appropriate to the distinct features of services. Other topics include internal marketing, managing evidence, relationship marketing, services and globalization, quality service delivery and measurement and service customization. Independently and collaboratively, students engage in Services Marketing inquiry and research developing valued problem solving and decision making attributes.