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MKT 723
Services Marketing
This course focuses on the unique challenges faced by Canadian-based service industry companies, such as banks, restaurants, airlines, hotels and insurance. It explores marketing strategies utilized by these firms to improve customer retention, increase customer value and outperform competitors. Students work in groups to complete a marketing plan for a new or existing service, either B2B, B2C, government or not-for-profit by integrating and applying their knowledge of marketing functions and by employing both quantitative and qualitative analytical tools.
Weekly Contact: Lecture: 3 hrs.
GPA Weight: 1.00
Course Count: 1.00
Billing Units: 1
Mentioned in the Following Calendar Pages
*List may not include courses that are on a common table shared between programs.
- Accounting and Finance Professionally-Related Table I
- Arts and Contemporary Studies Professionally-Related Table II
- Business Management - Entrepreneurship Major
- Business Management - Marketing Management Major
- Business Management Professionally-Related Table I
- Business Technology Management Professionally-Related Table II
- Entrepreneurship and Innovation Minor
- Fashion Professionally-Related Table III
- Geographic Analysis Professionally-Related Table IV
- Hospitality and Tourism Management Professionally-Related Table II
- International Economics and Finance Professionally-Related Table IV
- Marketing Minor
- Open Elective Table
- Philosophy Professionally-Related Table IV
- Retail Management Professionally-Related Table II
- Sales Management and Service Quality Minor
