Objective
Understand the unique challenges involved in marketing and managing services.
Objective
Identify the differences between marketing in service versus manufacturing organizations and understand how service can be a competitive advantage in manufacturing organizations.
Objective
Identify and analyze the various components of the services marketing mix (three additional Ps) as well as key issues required in managing service quality
Objective
Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery.
Objective
Appreciate other key issues in service businesses, such as managing supply and demand, the overlap in marketing/operations/human resource systems, and relationship management
Objective
Build upon important workplace skills and become better, more aware, and maybe less naive service consumers