SERVICES MARKETING COURSE IS DESIGNED TO INTRODUCE STUDENTS TO CUTTING-EDGE COVERAGE OF SERVICES MARKETING. IT DESCRIBES THE PRINCIPLE CONCEPTS AND THEORIES OF SERVICES MARKETING IN RELATION TO INTEGRATED SERVICES MARKETING WHICH EMPHASIS ON GAPS MODEL OF SERVICE QUALITY, SERVICE PRICING, MARKETING COMMUNICATIONS, LONG TERM CUSTOMER RELATIONSHIPS, CUSTOMER ROLES, AND INTERNAL MARKETING. BASIC CONCEPTS OF MARKETING MIX OF 4PS (PLACE, PROMOTION, PRICE AND PRODUCT) AND THE IMPLICATIONS OF SERVICES MARKETING ON BUSINESS PRACTICES AND ENVIRONMENTAL DEVELOPMENT IN SUSTAINABLE ELEMENTS OF WATER, ENERGY, HEALTH, AGRICULTURE, BIODIVERSITY, PRODUCTION AND CONSUMER CONSUMPTION ARE THE CENTRAL FOCUS OF THIS COURSE. THIS CONCEPTUAL VIEW OF SUSTAINABLE SERVICES MARKETING WILL REINFORCE THE NEED FOR A LIFETIME CUSTOMER VALUE AND CUSTOMER EQUITY, SOCIAL IMPACTS OF MARKETING AND MACRO-MARKETING. INTERNATIONAL PERSPECTIVES, INCLUDING THE CHALLENGES AND OPPORTUNITIES IN SERVICES ORGANISATIONAL ARE ALSO DISCUSSED. STUDENTS WILL BE GUIDED THROUGH A SERIES OF CLASS LECTURES, CASE STUDY, GROUP PROJECT, PRESENTATIONS AND CLASS DISCUSSIONS TO ACHIEVE THIS UNDERSTANDING.