Services marketing is often viewed in terms of outcomes, but services marketing is also an ongoing analytic process. In this course, you will learn how to properly analyze frameworks, tools, channels, data sets, customer behavioral data, decision-making factors, and strategies that support broader marketing decisions.
Authored by Robert Kwortnik from Cornell University's School of Hotel Administration, this course will teach you how to review the way marketing works in your organization and how to create and apply a services marketing process.
What you will learn
Assess the role of marketing in your organization
Determine how your organization uses the services marketing process
Explain how your organization succeeds in the marketplace
Identify how your organization can best counter the challenges associated with marketing for services
Focus on the customer's experience as the core of the service brand