Games Marketers Play: Services Marketing

REVISED

Summer 2013 quarter

Faculty

David Shaw international business, economics

Fields of Study

business and management, communications and economics

Preparatory for studies or careers in

business, marketing, consumer research, market research, service operations, service management

Prerequisites

Some previous exposure to a business or economics class will be helpful, but is not required.

Description

This program will examine the art and science of marketing services, as reflected in the theories, models, and techniques employed in the marketing discipline today.

The focus of this program is on marketing as a contemporary, real-world practice, including the analytical tools and techniques used by professionals in the field. The added wrinkle in this iteration of the program will be applying these tools to organizations and industries where the product provided is based more on services provided than on physical goods. While the classic marketing literature takes primarily a goods-based perspective, modern applications and theories are increasingly focused on services, given their increasing importance in the economy nationally and globally.  Our study will include a review of the literature on researching consumers, employees (service providers) and markets, as well as multiple case studies of real-world organizations providing services (for-profit, non-profit).  We will then move on to focus on segmentation, targeting, and differentiation strategies for organizations, with an overview of topics related to product, distribution, communications, and pricing issues.

While the program can be taken safely as an introductory course, the readings and assignments will be comparable to a second year marketing course, e.g., marketing management.

Advertised Schedule

9a-5p Tue/Thu (Jun. 25 - Jul. 25)

Location

Olympia

Online Learning

Enhanced Online Learning

Books

Greener Store

Offered During

Day

Program Revisions