2018–2019 Walden University Catalog (September 2018) 
    
    Mar 29, 2020  
2018–2019 Walden University Catalog (September 2018) [ARCHIVED CATALOG]

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MRKT 4503 - Strategic Services Marketing♦


(5 cr.) Marketing a service requires a different approach than marketing a traditional product. Services and products each serve different emotional, physical, and intellectual needs, so marketers must learn to present them strategically to consumers. In this course, students evaluate how service marketing differs from product marketing. They explore concepts such as the service marketing mix, total quality management, customer perceptions of services, and the pricing of services. They assess and discuss the role of pricing, the importance of adopting strategies, and the role of service environments. For a practical understanding of the service industry and marketing, students develop a comprehensive plan in the context of real-world service challenges. (Prerequisite(s): MRKT 4502 or MRKT 4504.)
♦ Students may take this as a non-degree course, which means they do not have to be enrolled in a program. Contact an Enrollment Advisor [1-866-492-5336 (U.S.);1-443-627-7222 (toll)] for more information.



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