This course provides a framework for understanding the key issues of services marketing. It focuses on how services differ from goods and how this influences the way the former are marketed. Particular attention is paid to the role of quality in delivering services to meet and exceed customer expectations. Topics covered include the following: blueprinting, role of physical evidence, customer satisfaction, service delivery, promotion, pricing, locating facilities, and consumer decision-making.
Pre-req: BMKT301-Principles of Marketing.