This course is not currently offered, please contact the school.

Course description

This course is about services marketing, which now forms an important field of research in marketing. It is an advanced level course that provides a broad overview of the evolution of the field and also examines key research areas. We will read and critique the scholarly literature on services marketing, including both classic as well as cutting edge articles. The format is a seminar that emphasises guided student discussion of articles.

Archived offerings