The services sector remains an integral component of a thriving local, national and global economy. This area of study is critical since services are inherently unique and possess characteristics not seen in other areas of marketing and business. Indeed, the intangible nature of services offers marketers a range of interesting opportunities but also poses many significant challenges. Consequently, knowledge and skills that apply to goods marketing are becoming increasingly inadequate in the services arena. The module takes a critical and research-oriented perspective, and you will therefore be exposed to concepts ranging from customer experience management, relationship development, services buyer behaviour, service innovation, service quality and issues surrounding the management of employees and human resources practice.