Services Marketing: An Important Course for Career Readiness

The marketing of services differs significantly from product marketing. Offering a services marketing course is important to prepare students for the services-dominated economies in which they will compete for jobs. Services dominate the economies of most nations, and the services share of GDP continues to grow. Firms that were once product companies are adding services to achieve competitive differentiation. In some cases, services have displaced product offerings entirely!

Dr. Maribeth Kuzmeski and Jerry Rackley serve on the faculty at the Spears School of Business at Oklahoma State University. Join them for a discussion of why they feel teaching services marketing is imperative, and how they do it at Oklahoma State.