Primary focus is on development of marketing strategies. Students required to develop a marketing plan based on marketing opportunity of personal choice. Case approach used to study distinctions between industrial and consumer demand and general characteristics that influence industrial buying behavior. Nature of services marketing presented through traditional 4 Ps supplemented by issues unique to service encounters. Brings together principles of service marketing, human resources management, and operations management.
Students meet with the instructor at prearranged times to discuss progress and learning outcomes.