In today’s world, it is not enough that companies sell a superior product or service. Consumers have become smarter and more demanding. Due to the advancement in technology, information is very accessible from the worldwide web. Thus, consumers are able to do their own research even before they do actual purchase of a product or service. Therefore, companies are working on better strategies to distinguish their services from their competitors. They have become more creative in thinking of other value-added services that they can package with the basic product or services that they are offering. It is through this superior service quality that they are able to leverage on their competitive advantage.

This course aims to introduce services marketing as a distinct avenue of marketing. This is especially important in a very competitive environment/markets and has a major influence and impact on a company’s success. The focus of this course will be on the frameworks for understanding services and how to effectively market it across industries.