1

Nature of service and service consumption.

2

Consumer behavior and process STP in services.

3

Product - service. New service design.

4

Pricing in services.

5

Distribution of financial services and physical evidence in services.

6

Marketing communication in services I.

7

Marketing communication in services II.

8

The people in services.

9

Process in services. Quality management in service.

10

Measuring of customer experience (satisfaction) in services.

11

Marketing planning and strategy in services.

12

Active approach to customers in services – CRM.

13

Case studies, summary, test.