HTM 50700: Integrated Marketing Communications For Service Industries

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This course addresses the unique challenges and opportunities in marketing the intangible, inseparable, variable, and perishable service products. Balancing theoretical research and practical applications, this course provides a systematic review of key components and processes for an effective integrated marketing communication for service industries. Students will learn how to leverage both long-standing and emerging marketing communication approaches (e.g., strategic marketing and promotion, branding, public relations, digital marketing, social media, influencer marketing and artificial intelligence application) to create customer awareness, manage customer expectations, build customer relationships, and ensure customer satisfaction and loyalty.

Course HTM 507 from Purdue University - West Lafayette.