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    Harding University
   
 
  Nov 25, 2020
 
2020-2021 Academic Catalog 
  
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2020-2021 Academic Catalog
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MKTG 5850 - Services Marketing


This course deals with the marketing of intangible products and the use of intangibles in the marketing of tangible products.  It addresses the evaluation strategies of consumers and marketer strategies for influencing them.  Completing this course should help you develop two important abilities.  The first is to understand consumer's evaluation strategies before, during, and after they have an experience with a business or organization.  Second, is to critically analyze and develop strategies for effectively providing service and services that positively differentiate an organization in the minds of its chosen target market.  This class should make you a much more critical consumer; one who complains and compliments as you find it appropriate.  Becoming, and understanding, a critical consumer is pre-requisite to becoming a marketer who is able to systematically devise and execute strategies that lead to long-term, satisfying, and profitable relationships.

Credit Hours: 3

Term Offered: Spring




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