MKT 750 Services Marketing
This seminar is designed to provide doctoral level coverage of both current and emerging research work carried out in services marketing. It exposes students to contemporary marketing and management issues faced by organizations competing in the service sector. By examining various points of views, students will be able to develop a better understanding of the knowledge gaps which currently exist in this important field of study. The course focuses on four themes: Customer behavior in a service context; Customer equity / Lifecycle management; Customer satisfaction and service quality; and striving for service leadership.
Prerequisite
MRK 710