Description
This course explores the unique characteristics of services and their impact on marketing strategy and customer behavior. Students will examine the challenges faced by service providers and how to implement a customer-focused approach. The course highlights the differences between services and product marketing, using case studies and real-world examples to demonstrate how multinational companies adapt their service offerings, communication, and customer experience in the global marketplace. Emphasis is placed on both strategic and tactical decision-making across industries like hospitality, finance, healthcare, logistics, and technology.