MBA 568 - Services Marketing

Credits: 3
Service organizations require a distinctive approach to marketing strategy, both in its development and execution. This course addresses the distinct needs and challenges of service organizations (such as hospitals, physician and dental groups, banks, professions), and provides an opportunity to understand the unique challenges inherent in marketing and managing services, and delivering quality service to customers across industry sectors. In addition to covering the traditional marketing mix, the course will address problems commonly encountered in marketing services such as the inability to inventory services, difficulty in synchronizing supply and demand, challenges in controlling quality, and the inseparability of service providers and consumers. Also, there will be an emphasis on understanding how world-class service organizations satisfy customers and create loyalty with value-added services, especially in today’s digital global economy. Topics covered include service characteristics and their implications, service design and delivery, service quality measurement and standards, and the role played by both the service provider and the customer. The following courses can be substituted for students seeking the Healthcare Management Certificate as needed: HADM 602, HADM 640, HADM 670, HADM 675. Contact your advisor for additional details.

Prerequisite(s): MBA 505.