MKTG 6632 - Nonprofit and Services Marketing

Prerequisite: MKTG 6610. An examination of the service product in for-profit and not-for-profit organizations. Unique tools for analysis of service quality and the service encounter, including the roles of the customer and the service provider in service production, service expectations and scripts, and positioning. Communication and management strategies for service expectations, demand management, and organizational flexibility. 3 credits.