Examination of the nature and features of services that distinguish marketing of services from marketing of physical goods. Emphasis is placed on adapting the marketing mix to retain customers and build loyalty. Models of services marketing, including the service profit chain and the service quality gap model, are introduced.

Semester Course Offered

Offered every year.

Grading System

A-F (Traditional)


MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H

Athena Title


Syllabi MARK 4500
Credit Hours 3.0