Upon completion of this course, the student should be able to: 

•  Explain the distinguishing features of services as    
   compared to physical goods and explain their impact on the  
   marketing mix.
•  Review a service experience and determine the factors that 
   influenced the quality of the service provided.
•  Apply the concepts of product development and management in 
   a service setting.
•  Effectively promote a service.
•  Understand the variables involved in pricing a service and 
   be able to able those variables to a specific service 
   environment. 
•  Apply concepts of demand management in a service setting.
•  Analyze the delivery of a service using the service quality 
   gap model.
•  Understand the importance of customer retention for service
   profitability and be able to implement ways to improve 
   retention.

•  Importance of services
•  Distinguishing features of services as compared to physical 
   goods
•  Concepts and application of customer loyalty and 
   relationship marketing.
•  The elements of and the application of the service quality 
   gap model.
•  The dimensions of service quality. 
•  The elements of and the importance of the service profit 
   chain.
•  Determining, understanding, and influencing customer 
   perceptions of quality 
•  Designing a customer focused service process 
•  Delivering quality service 
•  Complaint Management
•  Adapting promotional strategies for services (promotion   
   element of the marketing mix) 
•  Revenue management and pricing issues unique to services 
   (pricing element of the promotional mix)
•  Measuring customer satisfaction after service delivery
•  Management and marketing of services capacity and demand 
   management
•  The use of technology in marketing services