Services Marketing

Services are intangible, perishable, and produced as they're consumed, which breaks most of the assumptions that classical product marketing rests on — this course rebuilds the marketing toolkit around that reality, organized around the GAP model that diagnoses where customer expectations and actual service delivery drift apart. You'll work through weekly cases (Jyske Bank, JetBlue, Zappos, Michelin) and run small field activities on campus, plus a group project, so most of the grade comes from continuous analysis rather than one big exam. It sits as an applied elective after the core marketing sequence and is the natural bridge for anyone heading into banking, hospitality, consulting, or really any post-graduation job that sells something you can't put in a box.