This course seeks to prepare students to function as effective marketers in a services economy, to raise awareness of the nature and characteristics of services as well as to provide more knowledge about service quality, the foundation of services marketing.

CILO-1: Identify the special management issues and unique challenges involved in marketing and managing services. CILO-2: Identify how to translate the expectations of customers into genuine value for customers. CILO-3: Interpret service behavior and service consumption in the light of service-dominant marketing logic and articulate the outcome to service marketing management. CILO-4: Follow current research trends in services marketing and management. CILO-5: Explain the nature of services marketing and management and recognize the difference from goods marketing. CILO-6: Express a thorough and comparative knowledge of service quality in the delivery of international hospitality services.