HADM 6450 - Services Experience Management and Marketing

Fall. 3 credits. Student option grading.

Prerequisite: marketing course or permission of instructor. Enrollment limited to: graduate standing. Co-meets with HADM 3450. Elective.

R. Kwortnik.

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.