Graduate Catalog 2016-2017
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MKT 730 Services Marketing and Management
3 hours; 3 credits
This course applies marketing and management principles to the unique requirements of service industries (financial, legal, accounting, medical, etc.). The special roles of the marketer, service provider, and customer in the process of creating and delivering value are considered. Emphasis is given to the utility of the Internet for identifying prospects, delivering services, enhancing value, and strengthening relational bonds. The course employs text readings, case analysis, and other exercises to build key themes.
Prerequisite: MKT 600
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