Department of Management, Marketing, and International Business

MKT 510 - STRATEGIC MARKETING OF SERVICES

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description: - Examination of the unique aspects of service organizations and the impact of those factors on marketing goals and strategies.

Prerequisites: MKT 508 or equivalent.

Course Objectives: Upon completion, the student should be able to:

• differentiate the factors that influence marketing strategy in a manufacturing versus service context
• explain and assess the marketing management function in a service organization.
• suggest appropriate marketing strategies for various industries and organizations.

Textbook: Zeithaml & Bitner. Services Marketing. Current edition. McGraw Hill Publishing. Plus assigned readings and cases.

Evaluation: Student performance will be measured by the use of at least one essay exam covering book and supplemental readings. Case studies may be used to provide the student opportunities to apply theory to real business situations. In addition, a project related to the examination of a specific service industry is recommended.

Course Coordinator:  Dr. Marlene C. Kahla

Course Content:

Required Topics

• Distinctive Aspects of Services Internationalization of Services
• Marketing Branding Services
• The Interaction Between Managing Customer Service
• Customer and Service Provider Complaints
• The Framework for Services Information Regarding Specific
• Marketing Industries
• Positioning a Service Not-for-profit Marketing
• Managing Demand for a Service
• Strategic Management of a Service
• Creating and Delivering a Service
• Pricing Strategies
• Promotion of Services
• Managing the Customer-
• Service Function
• Improving Service Quality
• Organizing the Service Function

College of Business Home SFASU Home Top of this page