To familiarise key concepts and theories of service marketing so that students appreciate its importance within the business context. 2. To become adept at analysing service marketing issues and applying service marketing principles to a range of situations in various business scenarios. 3. To impart students with the knowledge to relate and perform service marketing practices in accordance with ethical and legal framework. LEARNING OUTCOMES Upon successful completion of this Module, students will be able to: 1. Appraise how the 8 P's in marketing apply within the services perspective. 2. Evaluate key issues in service businesses such as managing customer relationship, demand and capacity management, handling service recovery and service quality and their impact on service strategy development. 3. Analyse and present innovative ideas on how to address challenges involved in marketing and managing services. 4. Cultivate the right virtues and evaluate the role of services marketing practices from the ethical and legal perspective.