HB2504
University Of Houston-Victoria
Click here to open a new window to search Spring 2013 – Current Instructor & Course Information
Course Online Syllabus
Spring 2012
| Department | MKTG | Course Number | 6374 | Section Number | 24042 |
| Name of Course | Seminar-Services Marketing | ||||
| Name of Instructor | Hayes,Linda A | ||||
This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook. | |||||
Learning Objectives
As a result of this course, students will
- Understand the leadership role of marketing in determining and improving perceived service quality to enhance customer value, satisfaction and loyalty.
- Demonstrate the ability to develop the criteria for evaluating the quality of market research and apply the results to organizational service decision-making and strategic planning.
- Analyze changes in the business environment and how these changes impact organizational service marketing and management activities.
- Understand the ethical, cultural, social and global impact of organizational service marketing and management activities.
- Apply concepts and theories of service marketing and management to business situations.
- Be able to segment service markets, identify attractive target segments and focus the marketing mix toward those target segments when crafting organizational strategic marketing activities.
Major Assignments/Exams
| Midterm Exam | 20 | ||
| Final Exam | 25 | ||
| Project | 15 | ||
| Case | 20 | ||
| Class Participation | 20 |
Required Reading
Lovelock and Wirtz, Services Marketing: People, Technology, Strategy ,7th ed., ISBN 9780136107217.
Recommended Reading
No additional readings have been recommended for this course.
List of Discussion/Lecture Topics
Course topics have not been submitted.
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