Course
Description and Course Topics
From the 1999-2000
Undergraduate Catalog:
MKT 405. Services
Marketing. Conceptual and analytical framework for the
application of marketing principles to the service sector of the
economy. Development and understanding of the impact of unique
service characteristics on the development of marketing strategies.
Instructor's Description:
A foundation course providing an overview of service quality issues and
strategies from a customer-focused business perspective. The course gives
students an appreciation of the challenges of marketing and managing services
(whether in a manufacturing or service business) and develops strategies for
addressing these challenges. The need for integration across functions to
provide effective service is stressed.
Course
Topics:
Service Quality Gap Analysis
Services Triangle Analysis
7 P’s for Services
Service-Profit Chain
Service Encounter Analysis
Customer Lifetime Value Analysis
Services Mapping Blue Print
New Service Development Process
|
Relationship Wheel and Strategies
Service Quality Dimensions
Services Guarantees
Services Strategies HR Wheel
Demand/Capacity Management
Physical Evidence Strategies
Boundary Spanning |
