MKTG 320 - Marketing of Services

3 Credits
This course provides an in-depth examination of marketing strategies, functions and programs specifically targeting service organizations. Students learn about consumer behavior in service encounters, and positioning of services in competitive markets. Pricing, distribution and promotional methods that both differ from and integrate with traditional product marketing practices are also examined. Using case studies, students learn to diagnose and analyze service marketing plans with techniques such as position mapping, service branding, cost and value-based pricing, integrated marketing communications and distribution channel analysis. The course also addresses ethical issues and best practices related to the marketing of services. The course culminates with the development of a marketing plan for a service business or organization.

Prerequisite(s): MKTG 211
Course Learning Outcomes:
1. Create a marketing plan for a service business, government, or non-profit organization.
2. Using case study methods, analyze what elements of the marketing mix were applied and adapted to the marketing of services, correctly diagnosing problem and opportunity areas while recommending appropriate strategies or actions.
3. Compare and contrast the marketing of services from the marketing of consumer goods.
4. Examine the different needs and approaches required for marketing service in business to business B2B, business to consumer B2C, and business to government/institutional B2G and reciprocal environments.
5. Demonstrate an understanding of the concepts of pricing services, revenue forecasting, and profit management.
6. Examine the common elements of effective service operations and support capabilities and explain the critical success factors used in evaluating the performance of marketing plan goals.
7. Identify and understand the legal, privacy, cultural, and ethical issues connected with the marketing of services.
8. Understand the importance of Information Technology in contributing to the success of service marketing functions and programs.