Service industries now account for 70% of GDP and around 85% of all new employment. Intangible service products including professional (eg engineering, accounting, management consulting services) and other services (eg tourism, hotels, telcos, theatre, sport) possess a set of unique characteristics that require a different approach to the development & execution of marketing strategy. The course builds upon key frameworks and theories in marketing management and adapts them to the service sector. Key themes include the service encounter, service failure and recovery, the notion of the servicescape or service factory, customer service issues, core and supplementary service elements, service quality and customer satisfaction, and customer relationship management, and yield management as a pricing tool.