3 credits
Spring 2026 Lecture Credit By ExaminationLower Division
Marketing plays a crucial role in service industries, addressing unique service challenges. Its importance lies in engaging customers, establishing trust and credibility, distinguishing from competitors, boosting revenue, and fostering sustainable growth and success. This course equips students with a customer-centric approach to service industry marketing, emphasizing the integral role of marketing in a service organization's strategic planning. The course exposes students to service marketing principles, components, and marketing practices.
Learning Outcomes1Explain the unique challenges in marketing and managing services.
2Describe the role of marketing in supporting the strategic direction of a service organization.
3Evaluate the role of the service marketing mix in solving marketing-related problems and promoting the overall success for service organizations.
Restrictions
made by Purdue students.