(a) understand the characteristics of service;
(b) identify and address the marketing-relevant differences between services and goods; 
(c) understand and address the current challenges in marketing services.

1: Class Discussion (20%)

Students are expected to participate actively in the class discussion.

2: Case Studies (20%)

Real life service case studies are provided to students. Students working in small teams need to apply customer service principles to identify services problems and develop recommendations.

3: Project (60%)

The project is to assess students' competence level to apply the learnt services marketing concepts to a real business situation as well as working effectively as a team. Students need to present to the class a summary of the group project. The presentation is designed to gauge students' communication and presentation ability on services marketing information. Peer evaluation will be conducted.