3 credits
Fall 2024 Lecture Upper Division
This course addresses the unique challenges and opportunities in marketing the intangible, inseparable, variable, and perishable service products. Balancing theoretical research and practical applications, this course provides a systematic review of key components and processes for an effective integrated marketing communication for service industries. Students will learn how to leverage both long-standing and emerging marketing communication approaches (e.g., strategic marketing and promotion, branding, public relations, digital marketing, social media, influencer marketing and artificial intelligence application) to create customer awareness, manage customer expectations, build customer relationships, and ensure customer satisfaction and loyalty.
Learning Outcomes1Evaluate the role of marketing communications in achieving success for service organizations.
2Identify critical metrics to understand customer expectations and manage customer perceptions.
3Apply customer-centric approach to leverage various marketing communication methods and tools to meet customer needs, wants and demands.
4Develop, promote, and manage service promises through both external and internal marketing.
Restrictions
Attachments
made by Purdue students.