Addresses unique challenges of marketing intangible services and managing customer experiences.
About this course
This course addresses unique challenges of marketing intangible services and managing customer experiences. You will explore the distinct characteristics of services, including their inseparability, variability, and perishability, and learn how these traits influence marketing strategy. The curriculum emphasizes the importance of the customer experience at every touchpoint, from initial contact to post-service follow-up.
You will develop practical skills in service blueprinting, which maps the visible and invisible processes that deliver a service. The course also covers service quality measurement, customer satisfaction metrics, and effective service recovery strategies for when things go wrong. By the end of the term, you will be able to design marketing plans that not only attract customers but also retain them through exceptional service delivery.
Who takes this course
MKTG 3860 is an elective for students in the Marketing Management program. It is also open to students in other programs within the School of Business & Media who have completed their foundational marketing courses.
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Apply service marketing frameworks to design customer-centric strategies.
- Manage the customer journey and touchpoints to improve satisfaction and loyalty.
- Develop service blueprints that align staff processes with customer expectations.
- Evaluate service quality metrics and implement recovery strategies for service failures.
- Analyze the role of technology and digital channels in enhancing service delivery.
Evaluation
| Component | Weight (%) |
| Service design project | 30 |
| Customer journey mapping assignment | 25 |
| Mid-term exam | 25 |
| Final exam | 20 |