This module explores the unique characteristics of services, differentiates goods from services, and evaluates the marketing challenges arising from intangibility, heterogeneity, inseparability, and perishability.

This module focuses on the Product element of the 8Ps framework, explaining core and supplementary services, service portfolio design, and strategic product positioning in service marketing.

This module examines pricing strategies in service marketing, including cost-based considerations, perceived value pricing, goodwill impact, and case-based pricing decisions.

This module explores service distribution strategies, accessibility decisions, digital service channels, and service encounter management within the Place element of the 8Ps framework.

This module examines promotional tools in service marketing, including Integrated Marketing Communication (IMC), branding, sales promotion, and leadership in service communication.

This module focuses on service quality frameworks, including the GAP Model, SERVQUAL, Zone of Tolerance, service recovery, and relationship marketing strategies.

This module explores the People and Process elements of service marketing, highlighting employee management, organizational culture, service design, and process customization strategies.

This module examines the role of Physical Evidence and Productivity in service marketing, including tangible cues, service environment management, quality models, and efficiency optimization strategies.