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Thompson Rivers University
Thompson Rivers University

MKTG 4411: Services Marketing

Students examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses. Topics include an overview of services marketing; understanding the customer in services marketing; standardizing and aligning the delivery of services; the people who deliver and perform services; managing demand and capacity; and promotion and pricing strategies in services marketing.

Learning outcomes

After successfully completing this course, students will be able to:

  • Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
  • Describe how customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
  • Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
  • Explain service blueprinting, the integration of new technologies, and other key issues facing today's customer service providers and service managers.
  • Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
  • Conduct a services audit plan for a service firm.
  • Integrate course concepts into individual performance to become better cus¬tomer service representatives in the service environment.

Course topics

Module 1: Foundations for Service Marketing

Module 2: Understanding Customer Requirements

Module 3: Aligning Service Design and Standards

Module 4: Delivering and Preforming Services

Module 5: Managing Service Promises

Required text and materials

Zeithaml, V.A., Bitner, M.J., Gremler, D.D. (2018) Services Marketing: Integrating Customer Focus Across the Firm with Connect Access.(7th ed.). New York: NY. McGraw-Hill Education.
Textbook: ISBN: 978-1260051988

Additional requirements

A computer with Internet access is required.


Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact with any questions about this.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1: Company Environment and Customer Gap Analysis 10%
Assignment 2: Build a Service Blueprint 10%
Assignment 3: Service Delivery Roles 10%
Assignment 4: Services Audit Plan 10%
Assignment 5: Reflective Summary 10%
Quizzes 15%
Final Examination* 35%
Total 100%


Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.

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