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International Fees

International fees are typically three times the amount of domestic fees. Exact cost will be calculated upon completion of registration.

Course details

Marketing Services introduces a Gaps Model of Service Quality that service industries can use to evaluate and drive their ability to listen to the marketplace, consider new innovative ideas, plan service improvement or growth, compete for the best people, and build effective internal and external communication strategies for a service firm. This course also explores the increasing demand for self-service-technology and an artificial intelligence framework that can improve a service firm's scalability, profitability and competitiveness. Students will apply the model and framework to make recommendations to a service firm.




Domestic fees


Course offerings

Spring/Summer 2024

Below is one offering of MKTG 2205 for the Spring/Summer 2024 term.

CRN 66121


Sat Apr 06 - Sat Jul 06 (12 weeks)

  • 12 weeks
  • CRN 66121
  • Domestic fees $564.02
    International fees are typically three times the amount of domestic fees.
Class meeting times
Dates Days Times Locations
Apr 06 - Jul 06 Sat 09:00 - 12:00 Downtown DTC Rm. 470

Donna Hooker

Course outline

Course outline TBD — see Learning Outcomes in the interim.

Domestic fees


Important information
  1. International fees are typically three times the amount of domestic fees. Exact cost will be calculated upon completion of registration.
  2. Students are permitted to register up until the first week without approval. This course is held in-person at the downtown campus. No class held on Saturday May 18th - Victoria Day long weekend and Saturday June 29th - Canada Day long weekend.

Learning Outcomes

Upon successful completion, the student will be able to:

  • Make primary distinctions between product-based and service-based businesses.
  • Create marketing objectives that generate predetermined shifts in customer behaviour.
  • Develop a synergistic marketing strategy and put it into action.
  • Choose appropriate research methods for services.
  • Select appropriate database management and segmentation methods for services.
  • Formulate the seven 'P's' of the Extended marketing Mix for services.
  • Demonstrate the process of how to communicate and promote services B-to-C and B-to-B.
  • Describe the four Customer Value Segments and select the best pricing techniques for each.
  • Select the best way to reach customers through person selling, advertising, direct mail, internet etc.

Effective as of Fall 2003

Related Programs

Marketing of Services (MKTG 2205) is offered as a part of the following programs:

School of Business + Media

  1. Marketing Management
    Certificate Part-time
  2. Marketing Management (Marketing Communications Option)
    Certificate Part-time
  3. Marketing Management - Customer Relationship Marketing
    Associate Certificate Part-time


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