Mar 29, 2024  
2018-2019 Graduate Catalog 
    
2018-2019 Graduate Catalog [NOTE!!!! THIS IS AN ARCHIVED CATALOG. FOR THE CURRENT CATALOG, GO TO CATALOG.NIU.EDU]

MKTG 630 - Services Marketing


Analysis of how services marketing differs from goods marketing and how services marketers can effectively manage the elements of service delivery to enhance service quality and customer satisfaction in a global economy. Topics include the distinct elements of services marketing in multiple cultural environments, service quality determination, understanding customer expectations, designing service standards to meet customer expectations, managing contact personnel’s delivery to service standards, and matching service communications with service delivery. Emphasis is placed on services marketing in a global context.

Prerequisites & Notes
PRQ: MKTG 505 or consent of department.

Credits: 3