This course examines the important and growing role services marketing plays in both consumer and organizational target markets. Discussing current issues in services marketing and customer service strategies, this course focuses on effective customer relationship management; key service delivery elements; and service recovery strategies that lead to the successful implementation of a customer focus in service-based businesses. The course involves readings, case studies, and online postings of current trends in services marketing to provide you, not only with a working knowledge of current trends, but also the opportunity to interpret and relate these trends to a variety of services firms.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 57.5 heures

Méthode(s) d'évaluation : Examen final, Participation et assiduité, Projets, Travail personnel

Référence :
Zeithaml , Bitner, Service Marketing, 4th edition, McGraw-Hillg