The main topics of the course: the concept of services marketing, the development of services marketing, the characteristics of services and their marketing applications, strategic planning for services; the marketing mix elements for service industries, service quality, success factors in services industries etc.
Kursuse peateemad: teenuste turunduse kontseptsioon, teenuste turunduse areng, teenuste iseloomulikud tunnused ja nende mõju turundusele, teenuste strateegiline planeerimine, teenuse kvaliteet, teenuste valdkonna kriitilised edutegurid.