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 due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

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

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment’s "Mail" tool or by phone. Students will receive the necessary contact information when starting the course.

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