The objective of this course is to familiarize students with the managerial issues, theories and techniques involved in the marketing of services. While extending many of the basic marketing concepts and techniques to the services arena, the course will also introduce new concepts and strategies unique to services marketing. It will focus on the heterogeneity that exists between and within the service areas, including financial services, professional services, leisure services, travel and tourism, education, healthcare services, fund raising, public sector services and politics. The participants in the course will be encouraged to focus on strategic issues in services marketing in their assignments.