Services Marketing seeks to deepen the student's knowledge of marketing principles and practice as they are applicable to services. The need for specialized skills in Services Marketing has grown in recognition of the important role of services in advanced economies. This course addresses the essential nature of services and the role of service quality. Employees' role in service delivery and the emotional load for service workers form an important focus of the course. Service sector firms face increased competition and more demanding customers.  Marketers need to develop a distinct set of competencies to design, manage and evaluate the processes and performances that comprise the service offering.