This course uses a services marketing approach to examine the management of customer experience. These experiences are experiential and physical. The experiential elements include a focus on the principles of hospitality as a specific strategy in the process of service provision. The physical elements of the service environment are explored through the planning and management of the facilities that comprise the servicescape. Typically, topics include: defining service and the customer experience, hospitality as a theoretical framework, measuring service quality, measuring experiences and satisfaction, planning and designing the servicescape, the branded service environment, service delivery, the role of personnel and customers, service recovery, managing supply and demand, service product pricing.