MKTG 4411
Services Marketing

3.0 Credits


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.

Delivery Method



Recommended: MKTG 2431: Marketing


On completion of the 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 Outline

Module 1: Introduction to Services Marketing

  • Topic 1: The Scope of Services Marketing
  • Topic 2: The Gaps Model of Services Quality
  • Topic 3: Focus on the Customer-What Do Customers Expect?
  • Topic 4: Focus on the Customer-Customer Perceptions in Services

Module 2: Services Marketing: Understanding the Customer

  • Topic 1: Listening to Customers Through Research
  • Topic 2: Building Customer Relationships
  • Topic 3: Service Recovery

Module 3: Standardizing and Aligning the Delivery of Services

  • Topic 1: Service Innovation and Design
  • Topic 2: Customer-Defined Service Standards
  • Topic 3: Physical Evidence and the Servicescape

Module 4: The People Who Deliver and Perform Services

  • Topic 1: Employees' Roles in Service Delivery
  • Topic 2: Customers' Roles in Service Delivery
  • Topic 3: Managing Demand and Capacity

Module 5: Promotions and Pricing Strategies in Services Marketing

  • Topic 1: Integrated Services Marketing Communications
  • Topic 2: Pricing of Services
  • Topic 3: The Financial and Economic Impact of Service

Maximum Completion

30 weeks.

Required Text and Materials

Zeithaml, V.A., Bitner, M.J., Gremler, D.D., Mahaffey, T., & Hiltz, B. . Services marketing: Integrating customer focus across the firm. 6th Edition. Toronto, ON: McGraw-Hill Ryerson Limited, 2013.
Type: ISBN: 978-0-07-811205-8

Additional Requirements

A computer with Internet access is required.

Open Learning Faculty Member Information

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


In order to successfully complete this course, students must obtain at least 50% on the mandatory final examination and 50% overall. It is strongly recommended that students complete all assignments in order to achieve the learning objectives of the course.

The final grade for the course is determined on the following basis:

Assignment 1 10%
Assignment 2 10%
Assignment 3 10%
Assignment 4 10%
Assignment 5 10%
Quizzes 15%
Final Examination* 35%
Total 100%