MKTG 315 - Services Marketing

Units: 2

An overview of service quality with marketing frameworks and strategies used by manufacturing and service firms to compete effectively through service. Includes: gap analysis of service quality, services marketing triangle, marketing mix for services, service blueprinting, consumer behavior, service encounter analysis, services research methods and demand management. Enrollment Restrictions: Enrollment restricted to students who have completed all lower-division pre-business core (major status in Business Administration — i.e. attained business status).

Prerequisite(s): MKTG 302 or MKTG 305 with a grade of C (2.0) or better.