Course Description

This course focuses on the unique challenges faced by Canadian-based service industry companies, such as banks, restaurants, airlines, hotels and insurance. It explores marketing strategies utilized by these firms to improve customer retention, increase customer value and outperform competitors. Students work in groups to complete a marketing plan for a new or existing service, either B2B, B2C, government or not-for-profit by integrating and applying their knowledge of marketing functions and by employing both quantitative and qualitative analytical tools.


Department Consent Required: Please contact ce@torontomu.ca for consent to enrol in this course. Include your student number and full name in the email. 

This section is reserved for Continuing Education students. Undergraduate students should enrol in an Undergraduate section of this course through the Course Intentions process or during open enrolment on MyServiceHub.


Prerequisite: CMKT 100 or HTM 302 or Direct Entry 

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