The student comprehension of what is service, service to be able to distinguish from each other tangible property, to grasp the concept of service marketing mix, aims to grasp the individual services and methods of customer satisfaction.

Common features of the concept of service and service; classification of services; Serve as product concepts and strategies; distribution decisions in the service sector; pricing and pricing strategies in the service sector; promotion mix strategies in services; individual and human resource policies in the services sector; Service marketing and physical channels; demand management in services; capacity management in services; The quality of service and service quality improvement strategies; Relationship marketing