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Number:MK338
Name:Services Marketing
Description:This course provides students with insights into the nature of services and the special challenges to marketers. It covers service quality, strategy development, customer service, customer relationships, and the services marketing mix.
Credit(s):3
Offered (DAY schedule):Periodically
Instructor Permission Required:N
Pre-Requisite(s): MK116

Course Objectives

After completing this course, students will be able to: Discuss the vital role of services in today's economy. Differentiate services marketing strategies from product marketing strategies. Explain how to implement quality service and service strategies. Identify current technology applications in the service industry. Apply analytic tools to examine a service business.

Books Previously Used in this Course

Term Year Title ISBN Author Edition Publisher
S 2013 Interactive Services Marketing 0-618-64180-7 Fisk, Raymond P. / G 3RD 08 Houghton Mifflin Harcourt
S 2011 SERVICES MARKETING 0-07-338093-8 ZEITHAML 5 MCGRAW-HILL
S 2010 SERVICES MARKETING 0-07-338093-8 ZEITHAML 5 MCG
S 2009 SERVICES MARKETING 0-07-338093-8 ZEITHAML 5 MCGRAW-HILL PUBLISHING
S 2007 SERVICES MARKETING 0-07-296194-5 ZEITHAML 4 MCGRAW-HILL PUBLISHI
Thomas College. Beyond Education.