Course Summary
Credit Type:
ACE Course Number:
11 weeks (68 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 Marketing or Service Marketing


The course objective is to provide materials that not only introduce the student to the field of services marketing, but also acquaint the student with specific customer service issues. This course exposes students to important theories and conceptual models for analyzing, understanding, and applying marketing principles.

Learning Outcomes:

  • Upon completion of the course, the student will be able to explain what services are and identify important trends in services
  • Explain differences between goods/services and resulting challenges/opportunities for business
  • Explain the importance of customer satisfaction
  • Identify and explain strategies for effective service recovery with examples
  • Explain the differences in types and roles of servicescapes, and the implications for strategy
  • Explain the gaps model of service quality
  • Identify sources of customer expectations of service, including controllable/uncontrollable items
  • Describe strategies by which companies can facilitate interaction with customers
  • Identify and explain the stages and unique elements of service innovation and development
  • Explain the importance of creating a service culture
  • And identify ways to integrate marketing communications in service organizations

General Course Topics:

  • Introduction to services
  • The gaps model of service quality
  • Consumer behavior in services
  • Customer expectations of service
  • Customer perceptions of service
  • Listening to customers through research
  • Building customer relationships
  • Service recovery
  • Aligning service design and standards
  • Customer-defined service standard
  • Physical evidence and the servicescape
  • Employees' roles in service delivery
  • Customers' roles in service delivery
  • Delivering service through intermediaries and electronic channels
  • Managing demand and capacity
  • Integrated services marketing communications
  • Pricing of services
  • The financial and economic impact of service
Instruction & Assessment

Instructional Strategies:

  • Computer Based Training
  • Discussion
  • Lectures

Methods of Assessment:

  • Examinations

Minimum Passing Score:

Supplemental Materials

Other offerings from Center for Financial Training Atlantic & Central States, Inc.