Third, as students of marketing, it is important to understand how the functional areas of marketing work with other areas within an organization, such as production, finance, accounting, and research and development. Another objective of this course is to obtain an understanding of the importance of the service economy in our economic system. Service operations possess unique characteristics, which provide significant marketing challenges to management. A host of concepts of strategic importance will be discussed from a theoretical viewpoint as well as practical applications. Finally, the impact of ecommerce on the marketing organization will be examined.
Case studies are due on the dates shown on the course outline.
When analyzing cases, please use the following outline. Please try to limit your analyses to approximately four pages. Note that six cases are assigned, but only five will be graded. As you read the case make notes of important facts that are presented in the case. All of these issues must be addressed in identifying the problem.