MKT 331 - Services Marketing, 3 credit hours

Prerequisite(s): MKT 230
This course compares marketing of intangible services versus tangible products and how service characteristics affect marketing strategy. Students will learn to dissect services and service experiences, evaluate service delivery systems, and understand the role of service providers and customers. Students will explore service marketing concepts, theory, frameworks, and models to improve service development, service delivery, and service marketing strategies.