CMKT 723 - Services Marketing
Course DescriptionThis course focuses on the unique challenges faced by Canadian-based service industry companies, such as banks, restaurants, airlines, hotels and insurance. It explores marketing strategies utilized by these firms to improve customer retention, increase customer value and outperform competitors. Students work in groups to complete a marketing plan for a new or existing service, either B2B, B2C, government or not-for-profit by integrating and applying their knowledge of marketing functions and by employing both quantitative and qualitative analytical tools.
Sample Course OutlineDistance Course Outline (subject to change)
This course is online and asynchronous except for its final exam, which is held in person, on campus (beginning Winter 2023). You will engage in course-related activities through online tools such as announcements, discussions, and email. Your course learning will be based on weekly module content and activities that you can go through independently. Note: there are still deadlines for assignment submissions, and you may be expected to participate in discussion board interactions with your peers on a regular basis.
Your instructor may also include occasional scheduled sessions for Q&As and other discussion activities, using web conferencing tools such as Zoom and Google Meet. More details will be included in your course outline available on the first day of class.On-campus exam requirement: Beginning Winter 2023, your final exam will be written in person at the Toronto Metropolitan University campus. If you live more than 100 km from the TMU campus, you may arrange to write your exam off campus using an approved off-campus invigilation service. Details on your exam date and how to arrange off-campus invigilation can be found on the Exams for Online Courses webpage.
RequisitesPrerequisite: CMKT 100 or HTM 302 or Direct Entry
- Marketing Innovation : Electives (select 1)
- Strategic Marketing Management : Electives (select 4 or 5)