HADM 7430 - Marketing Management for Services

Fall. 3 credits. Letter grades only (no audit).

Enrollment limited to: MMH, EMMH and M2 students or permission of instructor. Satisfies MMH, EMMH and M2 core.

H. Chun, C. Dev, R. Kwortnik.

Marketing links the company to its customers. Marketing listens to the voice of the customer to guide product innovation, pricing strategies, and distribution approaches. Marketing communicates the company’s value offer and shapes consumer attitudes toward the brand. Marketing facilitates the consumer purchase process, monitors satisfaction, and helps to ensure a stream of customers and profits. Thus, even if you don’t pursue a career in marketing, it is important for you to understand how marketing works to integrate the activities of the firm.

Services dominate the world economy. Services are different from manufactured goods in terms of how each is produced, purchased, and perceived. As such, services require a distinctive approach to marketing, both in creation and execution. Most business school marketing courses focus on the manufacturing sector. In this class, you will be exposed to a way of thinking about marketing that is grounded by a service-dominant paradigm. You will learn analytical approaches and gain insights needed to develop and implement service strategies. You will learn how to study consumer behavior for services and examine frameworks for service experience design and management. You will learn to create and map service processes, assess and deliver service quality, and diagnose and enhance service branding and marketing-communications strategies.

Outcome 1: Students will analyze a management situation within a global hospitality context and defend a course of action.