MKT 365. Services and Relationship Marketing.

(3-0-3)

Prerequisite: MKT 204 or consent of instructor. This course examines the marketing of services from a managerial perspective. Includes topics such as the unique and tangible nature of services; managing the service encounter; pricing, promoting and distribution of services. Developing skills and techniques for excellent service quality and customer relationship management (CRM) have become increasingly important to the retention of customers and key to the success of service industries.