HADM 6450

Services Experience Management and Marketing

Course Description

Course information provided by the Courses of Study 2018-2019.

Students will develop critical analytic skills and knowledge for implementing service strategies to create and manage the customer experience. Topics include services consumer behavior and decision processes; services research methods; service quality analysis; customer-relationship management and service recovery; service experience design (analysis of "service as theater," service "blueprinting," and the "servicescape"); and integrated marketing communication strategies for services. Students learn through discussion of current services theories and research, experiential exercises, case analyses, and industry guest speakers. A main focus of the course is a team consulting project involving a services-marketing audit of a "live" organization.

When Offered Fall.

Permission Note Enrollment limited to: graduate standing.
Prerequisites/Corequisites Prerequisite: marketing course or permission of instructor.

Comments Co-meets with HADM 3450.

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