Services Marketing

Unlike manufacturing, services are processes that involve customers in their production. This calls for a whole new method of analyzing producer-consumer interactions. Services account for almost 70 percent of the U.S. GDP and over 75 percent of its non-farm jobs yet are rarely studied as a separate subject. This course studies the nature of services as products, their pricing, promotion, and placement strategies. Course work includes case studies, class discussions, and primary research for a written project.