BUA 371 - Services Marketing

An in-depth examination of the marketing of services and the role of services in supporting the marketing of tangible products. The distinction between the marketing of tangibles and intangibles will be stressed. The course will identify and examine the distinct issues which are encountered in the marketing of services and will explore appropriate strategies for implementing services marketing programs, primarily in services organizations (i.e. healthcare, tourism, banking, education, etc.). Specifically, the course will examine, in detail, the role of people in delivering services, the importance of service quality as a strategic differentiating tool, and the importance of collaboration between marketing and human resources management in the delivery of services.

Prerequisites: A grade of C- or better in BUA 270 and Junior or Senior standing

Course Typically Offered: Spring

Credits: 3