This course provides students with an understanding of what is required to develop and market a successful service to a selected target market. Various topics important to service organizations are covered. Subject matter includes marketing in service organizations, differences between product marketing and service marketing, the service components of product marketing, and drivers of competitive advantage in service organizations. Services provide both opportunities and unique challenges to marketers. Developing strong customer relationships through excellent service and services are at the core of this course. The topics we will cover are relevant to organizations whose core product is service (such as hotels, airlines, banks, hospitals, and universities) and to organizations that depend on service excellence for competitive advantage (such as automotive products, industrial products, durable products, and technology firms). The topics in this course apply to both large companies and to smaller entrepreneurial ventures. The class is also designed to enhance your communication skills and to build up your understanding of the dynamics of working with others. These are skills marketing managers need to succeed in the workplace.

This online course combines lecture material and discussion formats (using the online tools). Readings include material from the text and a required case packet.

Grades for this course will be based on the following: two exams, two individual case analyses assignments, and class participation through the online discussion board.