This course focuses on the distinctive characteristics and problems of marketing in service organizations and for any organization developing and marketing services as part of its business portfolio. It demonstrates why and how services require a distinctive approach to marketing strategy-both in its development and in its execution. This course examines cases from commercial and not-for-profit organizations including banking, transportation, hotels, tourism, hospitals, education and professional services such as accountancy, engineering, and management consultancy. Anyone working in a service industry or for an organization with a strong commitment to customer service will find this course relevant.
Exclusion: MARK5941