Department of Management, Marketing, and International Business

MKT 360 - 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: An examination of the unique aspects of service organizations within the field of marketing.

Prerequisites: MKT 351

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

• differentiate the factors that characterize the effective marketing strategies of services from those of goods.
• assess customer satisfaction in a service setting.
• demonstrate creative insights into the formulation of strategies in service industries.
• extrapolate the acquired knowledge to international environments.

Textbook: Contact course coordinator for current textbook.

Evaluation: Student performance will be measured through at least one exam, activities which enable the students to observe and interpret various factors unique to service marketing, and a team project which will require an in-depth study of services marketing.

Course Coordinator:  Dr. Marlene C. Kahla

Course Content:

Required Topics

• Background of Basic Marketing
• Distinct Aspects of Goods Marketing
• Distinct Aspects of Services Marketing
• Description of the Service Product
• Managing the Service Encounter
• Buyer Behavior and Relationships with Customers
• Service Quality
• Marketing of Services and Human Resource Management
• Making Services Accessible
• Pricing Services
• Promotion of Services
• Managing Marketing Information
• Managing Services Marketing
• International Marketing of Services

Optional Topics

• Standardization of Services
• Evaluation of Services
• Public Sector Marketing
• Idea Marketing
• Information about Specific Service Industries

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