020414930 SERVICE MARKETING ( 3 Crd.Hrs )

Pre-Requisites : 020411010

This course prepares students to be successful marketers and managers in an increasingly service-oriented economy. The course expands on marketing theory and concepts to help students understand the unique characteristics of services, the marketing challenges created by these characteristics, and effective ways to address these challenges. Course topics include the nature of services, marketing mix for services, service encounters, the human factor and service quality and the successful implementation of a customer focus in service-based businesses.